Scarlett Skincare Purchasing Decisions Analysis On UNPRI Law Faculty Students

Authors

  • Felisia Lim Universitas Prima Indonesia
  • Valens Zhia Universitas Prima Indonesia
  • Purnama Yanti Purba Universitas Prima Indonesia
  • Elfina Okto Posmaida Damanik Universitas Simalungun

Keywords:

Experiential Marketing, Word of Mout, Brand Image, Purchase Decision

Abstract

The phenomenon of increasing the beauty industry in Indonesia, consumers who do not want to return to using Scarlett products because they have a bad experience and do not suit them, and consumers who do not recommend Scarlett products to other consumers create an unfavorable word of mouth is the background of this study. This study aims to examine the effect of Experiential Marketing, Word of Mouth, and Brand Image on consumer decisions in buying Scarlett skincare products. The sampling technique applied was accidental sampling, with a total of 100 respondents from the Faculty of Law, Prima Indonesia University. The data analysis method used is multiple linear regression analysis. The results showed that there was a positive and significant influence, both partially and simultaneously, between Experiential Marketing, Word of Mouth, and Brand Image on purchasing decisions for Scarlett products.

Downloads

Published

2025-02-18

How to Cite

Lim, F., Zhia, V., Purba, P. Y., & Damanik, E. O. P. (2025). Scarlett Skincare Purchasing Decisions Analysis On UNPRI Law Faculty Students. PUBLISH BUKU UNPRI PRESS ISBN, 1(1). Retrieved from https://jurnal.unprimdn.ac.id/index.php/ISBN/article/view/6483

Issue

Vol. 1 No. 1 (2024): International Conference on Economics, Business, Management, and Accounting (ICEBesMA)

Section

Articles