Influence of social media advertising, e-marketing and product quality on the process of purchasing nature cosmetics


Social Media Advertising
Product Quality
Purchasing Decision
Nature Cosmetics

How to Cite

Syawaluddin, S., Joni, J., & Erwin, E. (2019). Influence of social media advertising, e-marketing and product quality on the process of purchasing nature cosmetics. International Journal of Research in Business and Social Science (2147- 4478), 8(5), 316-321.


This study seeks to investigate the role of Social Media Advertising, E-Marketing, and Product Quality on Consumers’ Decision to Purchase Nature Cosmetics in North Sumatra-Indonesia partially and simultaneously. The data were analyzed using multiple Linear Regression model and coefficient of Determination. This research leads to the results that variables of Social Media Advertising, E-Marketing, and Product Quality simultaneously have a positive and significant impact on consumers’ decision in making purchases of Nature Cosmetics in North Sumatra-Indonesia and partially the variable of product quality is more dominant in consumers’ decision in purchasing Environment-friendly Cosmetics in North Sumatra-Indonesia. The coefficient of determination (R Square) shows that the variable of Social Media Advertising, E-Marketing, Product Quality is 0,593 or 59.3% while the remaining 40,7% is affected by other factors beyond the scope of this study.


Achrol, R. S., & Kotler, P. (2012). Frontiers of the marketing paradigm in the third millennium. Journal of the Academy of Marketing Science, 40 (1), 35–52.

Anonym, (2017). Survei Penetrasi dan Perilaku Pengguna Internet Indonesia 2017, diunduhTanggal 23Oktober 2017, dari

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2009). Marketing: An Introduction. Pearson. (92)90011-6

Bhanot, S. (2012). Use of social media by companies to reach their customers. SIES Journal of Management.

Hanifah, A., Bisnis, F. K., & Telkom, U. (2017). The Effect of Product Quality on the Attitudes of Consumers of Organic Cosmetics Melilea International Bandung the Influence of Product Quality Toward Consumers Attitude of International Melilea Organic Cosmetic: The Effect of Product Quality on Sikao Organic Consumers Milelea International Bandung.

Kalyanam, K., & McIntyre, S. (2002). The E-marketing mix: A contribution of the E-tailing wars. Journal of the Academy of Marketing Science.

Kaplan, A. M., &Haenlein, M. (2011). The news early bird catches: Nine things you should know about micro-blogging. Business Horizons.

Koler, P., Armstrong, G., Yoon, S., Poddar, A., Donthu, N., Wei, Y. Ouellette, S. J. (2009). Trust and commitment influences on customer retention: Insights from business-to-business services. Journal of Business Research. (03)00122-X

Kotler, P., &Amstrong, G. (2008). Fundamentos de Marketing. Prentice Hall.

Lipizzi, C., Iandoli, L., Ramirez Marquez, J. E., Habibi, M. R., Laroche, M., Richard, M.-O., .Tarabanis, K. (2013). Users of the world, unite! The challenges and opportunities of Social Media. IEEE Intelligent Systems.

Putri, C. S. (2016). Social Media Influence on Cherie Consumer Purchasing Decisions Through Buying Interest. Journal of Business Management and Start-Up.

Rachman Andi, R., Beny, & Fernando, E. (2017). Website-Based E-Commerce Design at Palembang World Store. Processor.

Shaputra, R. K. (2013). Application of Green Marketing in the Cosmetic Product Business. JIBEKA Journal.

Sıtorus, Sunday Ade (2017). Marketing Communication Mix And Innovation On Customer Retention and Sustainable Competitive Advantages in Culinary Tourism Business Environment in the City of Medan. Journal of Environmental Management and Tourism, [S.l.], V. 8, N. 8, p. 1567-1578, dec. 2017. ISSN 2068-7729. doi:

Trainor, K. J., Rapp, A., Beitelspacher, L. S., &Schillewaert, N. (2011). Integrating information technology and marketing: An examination of the drivers and outcomes of e-Marketing capability. Industrial Marketing Management.

Werner, C. L. (2011). Social media and public safety: identifying values, opportunities and threats. FIREHOUSE.

Zhou, X., Ackerman, M. S., Zheng, K., Zhang, X., Ren, X., Zha, H., Back, J. (2010). Social network analysis: developments, advances, and prospects. Human Factors.

Authors contributing to IJRBS agree to publish their articles under the Creative Commons Attribution- 4.0 NC license, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit, that the work is not used for commercial purposes, and that in the event of reuse or distribution, the terms of this license are made clear. Authors retain copyright of their work, with first publication rights granted to IJRBS. However, authors are required to transfer copyrights associated with commercial use to the Publisher. The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal

Submission of an article implies that the work described has not been published previously( exceptin the form of an abstract or as part of a published lecture or academic thesis), that it is not under consideration for publication elsewhere, that its publication is approved by all authors and tacitly or explicitly by the responsible authorities where the work was carried out, and that, if accepted, it will not be published elsewhere in the same form, in English or in any other languages, without the written consent of the Publisher. The Editors reserve the right to edit or otherwise alter all contributions, but authors will receive proofs for approval before publication