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      "abstract": "NAZWA PUTRI BAKRI, 021121212, Pengaruh Personal Branding Owner Tasya Farasya \r\ndan Kualitas Produk terhadap Keputusan Pembelian Mother of Pearl (Studi Kasus pada \r\nGenerasi Z Wanita di Kota Bogor), di bawah bimbingan komisi pembimbing SRI HIDAJATI \r\nRAMDANI dan YETTY HUSNUL HAYATI, tahun persetujuan skripsi: 2025.\r\nPerkembangan media sosial yang pesat telah melahirkan figur-figur publik digital yang \r\nmemengaruhi pola konsumsi generasi muda, termasuk dalam industri kecantikan. Salah satu \r\nbrand lokal yang memanfaatkan kekuatan personal branding adalah Mother of Pearl milik \r\nTasya Farasya. Penelitian ini bertujuan untuk mengetahui pengaruh personal branding owner \r\ndan kualitas produk terhadap keputusan pembelian produk Mother of Pearl pada Generasi Z \r\nwanita di Kota Bogor.\r\nMetode penelitian yang digunakan adalah kuantitatif dengan metode asosiatif. Teknik \r\npengumpulan data dilakukan melalui penyebaran kuesioner kepada 100 responden \r\nmenggunakan metode purposive sampling. Analisis data dilakukan dengan menggunakan \r\npendekatan Partial Least Square Structural Equation Modeling (PLS-SEM) melalui bantuan \r\nsoftware SmartPLS 4.1.1.4.\r\nHasil penelitian menunjukkan bahwa baik personal branding maupun kualitas produk \r\nberpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, kedua \r\nvariabel tersebut juga memberikan kontribusi yang signifikan terhadap terbentuknya \r\nkeputusan konsumen dalam memilih produk. Temuan ini menegaskan pentingnya kekuatan \r\nfigur publik dan persepsi kualitas dalam memengaruhi perilaku konsumen, khususnya dalam \r\nindustri kecantikan lokal.\r\nKata kunci: Personal branding, kualitas produk, keputusan pembelian, Mother of Pearl, \r\ngenerasi Z.",
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