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

Syawaluddin Syawaluddin, Joni Joni and Erwin Erwin
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Syawaluddin Syawaluddin: STIE,Professional Manajemen College Indonesia
Joni Joni: STMIK TIME, Jalan Merbabu No.32 aa-bb, Pusat Ps., Kec. Medan Kota, Kota Medan, Sumatera Utara 20212, Indonesia
Erwin Erwin: STIE MIKROSKIL,Jl. M.H Thamrin No.140, Sei Rengas II, Kec. Medan Kota, Kota Medan, Sumatera Utara 20212,Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2019, vol. 8, issue 5, 316-321

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. Key Words:Social Media Advertising, E-marketing, Product Quality, Purchasing Decision, Nature Cosmetics

Date: 2019
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