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All Journal Juripol (Jurnal Institusi Politeknik Ganesha Medan) Jurnal Social Library Madani: Multidisciplinary Scientific Journal Nanggroe: Journal Of Scholarly Service Nanggroe: Journal of Scholarly Service Jurnal Manajemen Ekonomi dan Bisnis
Tampubolon, Rhoni Ilham
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Journal : Madani: Multidisciplinary Scientific Journal

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Pengaruh Diferensiasi Produk dan Citra Merek Terhadap Minat Beli Ulang Produk Scarlett Whitening Tampubolon, Rhoni Ilham
Madani: Jurnal Ilmiah Multidisiplin Vol 3, No 3 (2025): April 2025
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.15258892

Abstract

The purpose of this study was to determine "The Effect of Product Differentiation and Brand Image on Interest in Buying Scarlett Whitening Products (Case Study of Scarlett Body Lotion Products in the People of Pematang Jaya Langkat District)". two variables, where the variable is measured by a Likert scale. The population in this study were 366 people who were female with a sample of 191 respondents taken from part of the existing population. And by using the Slovin formula technique. Data processing was carried out using SPSS 24 software. The results of this study indicate that the Effect of Product Differentiation and Brand Image partially has a positive and significant effect on repurchase interest in Scarlett Whitening Products (Case Study of Scarlett Body Lotion Products in the People of Pematang JayaLangkat District). Product differentiation and brand image simultaneously have a positive and significant effect on repurchase interest in Scarlett Whitening Products (Case Study of Scarlett Body Lotion Products in the People of Pematang Jaya Langkat District).
Analysis of the Influence of Digital Marketing and Product Variety on Purchasing Decisions for Beauty Products on the Tokopedia Application Tampubolon, Rhoni Ilham
Madani: Jurnal Ilmiah Multidisiplin Vol 3, No 11 (2025): December 2025
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.17836663

Abstract

The purpose of this research is to identify and analyze the influence of digital marketing and product variety on purchasing decisions for beauty products on the Tokopedia application among the residents of Tanjung Sari, Medan. This study employs an exploratory research method, with each variable measured using a Likert scale. Data were collected through interviews, questionnaires, and documentation. The population consists of all consumers of PT Tokopedia, totaling 157 individuals. Sampling was conducted using a saturated sampling technique, also known as a census, due to the relatively small population size. Data were processed using SPSS version 23, applying descriptive analysis and hypothesis testing through multiple regression analysis. The findings indicate that (1) digital marketing has a partial influence on purchasing decisions for beauty products on the Tokopedia application; (2) product variety also partially influences purchasing decisions; and (3) digital marketing and product variety simultaneously have a positive and significant effect on purchasing decisions for beauty products on the Tokopedia application among the people of Tanjung Sari, Medan.
Co-Authors Batubara, Efira Andiyani Hasibuan, Tasya Anisa Khairiyah, Ririn Nasution, Surayya Fadhilah S, Susianto Syafitri, Ahmaida