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All Journal International Journal of Management Science and Information Technology (IJMSIT)
Aprilia Nurhaliza, Dwi
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Impact of Social Media Marketing and Brand Awareness on Purchasing Decisions on Cosmetic Products Cahyo Dinarso, Rahmat; Aprilia Nurhaliza, Dwi; Qomariah, Nurul
International Journal of Management Science and Information Technology Vol. 4 No. 2 (2024): July - December 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v4i2.2861

Abstract

Competition between whitening cosmetic products is increasing with the emergence of new products endorsed by artists. The first aim of this research is to find out and analyze the impact of social media marketing on purchasing decisions, the second aim is to find out and analyze the impact of brand awareness on purchasing decisions. All Scarlet cosmetics users at the Scarlet Fitriajaya Banyuwangi Outlet are the population in this study. A total of 180 respondents were sampled in this research. Validity tests and reliability tests were used in this research to test the research questionnaire. The research hypothesis developed needs to be tested using hypothesis testing. The research results show that social media marketing and brand awareness have a positive impact on purchasing decisions for scarlet cosmetic products.
The Role of Service Quality, Trust and Location in Increasing Café Customer Repurchase Intention Setyawan, Arie; Perdana Putra, Alfian; Aprilia Nurhaliza, Dwi; Gustiani, Gustiani; Mandalla Faradis, Muhammad; Qomariah, Nurul
International Journal of Management Science and Information Technology Vol. 3 No. 1 (2023): January - June 2023
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v3i1.939

Abstract

Café is a place to discuss something with a relaxed atmosphere which is currently favored by all groups. Light snacks and drinks are always served in a relaxed atmosphere. The purpose of writing this research is to determine the impact of service quality, consumer trust, and location on repurchasing intentions at Cafe Senja Jember. The number of samples in this study amounted to 100 customers Café Senja Jember. The basis for this sampling is that a regional study can be conducted if the sample ranges from 50 to 100 respondents. Description analysis, reliability test and validity test as well as multiple linear regression analysis were used in this study. The results of the research after using multiple linear regression analysis showed that partially the variables of service quality, consumer trust, and location have a positive influence on the variable of repurchase intention at Cafe Senja Jember. The dominance test shows that the value of the service quality variable is greater than the other variables. The coefficient of determination or R square shows a value of 0.829. This shows that all independent variables (service quality, consumer trust, and location) have a contribution of 82.9% to the dependent variable (consumer repurchase intention) at Café Senja Jember.
The Impact of Social Media Marketing and Brand Awareness on Purchasing Decisions on Cosmetic Products Cahyo Dinarso, Rahmat; Aprilia Nurhaliza, Dwi; Qomariah, Nurul
International Journal of Management Science and Information Technology Vol. 4 No. 2 (2024): July - December 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v4i2.2861

Abstract

Competition between whitening cosmetic products is increasing with the emergence of new products endorsed by artists. The first aim of this research is to find out and analyze the impact of social media marketing on purchasing decisions, the second aim is to find out and analyze the impact of brand awareness on purchasing decisions. All Scarlet cosmetics users at the Scarlet Fitriajaya Banyuwangi Outlet are the population in this study. A total of 180 respondents were sampled in this research. Validity tests and reliability tests were used in this research to test the research questionnaire. The research hypothesis developed needs to be tested using hypothesis testing. The research results show that social media marketing and brand awareness have a positive impact on purchasing decisions for scarlet cosmetic products.
Co-Authors Cahyo Dinarso, Rahmat Gustiani, Gustiani Ida Ayu Putu Sri Widnyani Mandalla Faradis, Muhammad Nurul Qomariah Perdana Putra, Alfian Setyawan, Arie