<mets:mets xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" LABEL="Eprints Item" OBJID="eprint_46315" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xmlns:mets="http://www.loc.gov/METS/" xmlns:xlink="http://www.w3.org/1999/xlink"><mets:metsHdr CREATEDATE="2026-08-15T18:09:43Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Repository Universitas Negeri Padang</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_46315_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>Pengaruh Viral Marketing, Celebrity Endorser, dan Customer Review terhadap Purchase Decision pada Konsumen Skincare Azarine di Kota Padang</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Hanifa</mods:namePart><mods:namePart type="family">S.</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Brand-bramd skincare lokal di Indonesia mengalami perkembangan yang cukup pesat seiring dengan meningkatnya popularitas brand-brand skincare lokal, terutama di kalangan wanita. Salah satu brand skincare lokal yang populer saat ini adalah Azarine yang telah mendapatkan label Halal dan terdaftar di BPOM. Penelitian ini bertujuan untuk mengetahui pengaruh viral marketing, celebrity endorser, dan customer review terhadap purchase decision konsumen skincare Azarine di Kota Padang. Jenis penelitian ini adalah deskriptif dengan metode kuantitatif dan metode pengambilan sampel menggunakan nonprobability sampling jenis purposive sampling. Sampel yang digunakan sebanyak 111 responden, dan data dikumpulkan dengan menggunakan kuesioner melalui google form. Pengolahan data dalam penelitian ini menggunakan Partial Least Squared-Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS. Hasil yang diperoleh dalam penelitian ini menunjukkan 1) Viral Marketing berpengaruh signifikan terhadap Purchase Decision, 2) Celebrity Endorser tidak berpengaruh signifikan terhadap Purchase Decision, dan 3) Customer Review berpengaruh signifikan terhadap Purchase Decision.</mods:abstract><mods:classification authority="lcc">HJ Public Finance</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8601">2024-10</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas Negeri Padang;Manajemen FEB UNP</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_46315"><mets:rightsMD ID="rights_eprint_46315_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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