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All Journal EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial
Muthi’ah, Firyal Luthfi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Layanan COD dan Consumer Review Terhadap Keputusan Pembelian : Studi Kasus pada Pembelian Produk Wardah Cosmetics di Shopee Fitria, Dini Irma; Jati, Dwi Astuti Sekar; Muthi’ah, Firyal Luthfi; Sofyan, Mohammad; Ayu, Renisya
JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS) Vol. 4 No. 1 (2023): November 2023
Publisher : CV ODIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59889/embiss.v4i1.279

Abstract

This study aims to determine the effect of social media advertising and impulse buying on purchasing decisions for Scarlett Whitening products. This study uses a quantitative approach with a population of Scarlett Whitening consumers in Scarlett Whitening e-commerce Shopee users. The sampling technique used purposive sampling method by taking samples through questionnaires distributed online. The sample was distributed to 109 respondents according to the research criteria. Data analysis technique using multiple regression. The results of the study explained that simultaneously social media and Impulse Buying influenced the purchase decision of Scarlett Whitening Products by 64.2%. Partially, social media has a significant influence on the purchase decision of Scarlett Whitening Products by 51% and impulse buying also has a significant influence on the purchase decision of Scarlett Whitening Products by 13.2%.
Co-Authors Ayu, Renisya Fitria, Dini Irma Jati, Dwi Astuti Sekar Mohammad Sofyan