Pengaruh Kualitas Produk Dan Viral Marketing Terhadap Keputusan Pembelian Produk Lip Merek Timephoria Pada Generasi Z Di Jakarta Utara

Abstract

This study is motivated by the phenomenon that not all cosmetic products that go viral on social media successfully drive consumers to make purchasing decisions. The study aims to analyze the influence of product quality and Viral Marketing on purchasing decisions for "Timephoria" brand lip products among Generation Z in North Jakarta, both partially and simultaneously. A quantitative research method with a descriptive approach was employed. The study population consisted of female Generation Z members in North Jakarta, with a sample of 100 respondents determined using the Lemeshow formula. Data were collected via questionnaires using a Likert scale and analyzed using SPSS version 29. The results indicate that product quality has a positive and significant effect on purchasing decisions, with a calculated t-value of 6.919 and a significance level of < 0.001. Viral Marketing also has a positive and significant effect on purchasing decisions, with a calculated t-value of 2.183 and a significance level of 0.031. Simultaneously, product quality and Viral Marketing exert a positive and significant influence on purchasing decisions, with a calculated F-value of 107.027 and a significance level of < 0.001. The R-Square value of 0.688 indicates that 68.8% of purchasing decisions can be explained by product quality and Viral Marketing, while 31.2% are influenced by factors outside the scope of this study.