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All Journal Optimal: Jurnal Ekonomi dan Manajemen
Juliana Mega Putri Siagian
Universitas Putera Batam

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Analisis Digital Marketing, Desain Produk dan Endorsment terhadap Keputusan Pembelian Kosmetik Mustika Ratu di Tokopedia Kota Batam Juliana Mega Putri Siagian
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 2 (2026): Juni: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i2.10338

Abstract

The continuous development of communication and internet technology has not only revolutionized the business world but also marketing activities. This study aims to determine the extent of the influence of digital marketing, product design, and endorsements on the decision to purchase Mustika Ratu cosmetics on Tokopedia in Batam City. Data collection was carried out by distributing questionnaires using digital technology such as Google Forms, the link to which was shared with respondents to fill out. This study involved 100 respondents who were users of Mustika Ratu cosmetics using the Lemeshow sampling method. The results showed that digital marketing positively and partially influenced purchasing decisions with a t-value of 3.837 and a significance level of 0.000 < 0.05. Product design also had a positive partial effect on purchasing decisions, with  t-value of 2.407 and a significance level of 0.018 < 0.05. In addition, endorsements had a positive effect on purchasing decisions with a t-value of 4.489 and a significance level of 0.000 < 0.05. Simultaneously, the variables of digital marketing, product design, and endorsement influence the purchase decision of Mustika Ratu Kota Batam cosmetics, as indicated by a calculated f value of 23.754 with a significance level of 0.000 < 0.05.
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