THE INFLUENCE OF SOCIAL MEDIA MARKETING, BRAND IMAGE , PRICE PERCEPTION AND PRODUCT QUALITY ON BUYING INTEREST IN MS GLOW SKINCARE PRODUCTS

Abstract

This study aims to analyze the influence of Social Media Marketing, Brand Image, Price Perception, and Product Quality on Purchase Interest of MS Glow skincare products in Lamongan Regency. The background of this study is based on the phenomenon of declining consumer purchase interest due to increasingly tight competition in the cosmetics industry and the emergence of negative perceptions of the quality and price of MS Glow products. This study uses a quantitative approach with an associative research type. The sampling technique used is purposive sampling with a total of 242 respondents who are MS Glow users. Data collection was carried out through questionnaires and analyzed using multiple linear regression with the help of SPSS software. The results of the study showed that partially and simultaneously, the variables Social Media Marketing, Brand Image, Price Perception, and Product Quality have a significant effect on Purchase Interest. The coefficient of determination (R²) value of 0.793 indicates that 79.3% of the variation in Purchase Interest can be explained by the four variables. Among the four variables, Social Media Marketing is the most dominant variable influencing Purchase Interest with the highest beta coefficient value. This research provides strategic implications for MS Glow to further optimize digital marketing strategies, strengthen brand image, set competitive prices, and maintain product quality to increase consumer purchasing interest.