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

  • Syawaluddin Syawaluddin STIE Professional Manajemen College Indonesia
  • Joni Joni STMIK TIME
  • Erwin Erwin STIE MIKROSKIL
Keywords: Social Media Advertising, E-marketing, Product Quality, Purchasing Decision, Nature Cosmetics

Abstract

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.

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Published
2019-09-08
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. https://doi.org/10.20525/ijrbs.v8i5.491
Section
Articles