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All Journal JURNAL MANAJEMEN BISNIS ProBisnis : Jurnal Manajemen
Ritonga, Nurul Amelia Pratiwi
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Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Lingkungan Budaya, Politik Dan Hukum Global Suhairi, Suhairi; Suri, Dian Mei; Nasution, Khairunnisak; Ritonga, Nurul Amelia Pratiwi; Anandani, Thalia
ProBisnis : Jurnal Manajemen Vol. 14 No. 6 (2023): December: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62398/probis.v14i6.417

Abstract

This article discusses everything related to the global cultural, political and legal environment. In running the economy, every country has rules that must be understood by everyone who carries out trading activities. This article aims to provide readers with understanding and insight regarding the quite complex dynamics of the cultural, political and legal environment at the global level. In understanding political and legal policies at the global level, this article provides an understanding related to global level policies
The Influence of Content Marketing, Online Customer Reviews, and Empathy on Purchase Decision : (Case of Camille Beauty Lip Tint on TikTok) Ritonga, Nurul Amelia Pratiwi; Soemitra, Andri; Harianto, Budi
Jurnal Manajemen Bisnis Vol. 11 No. 2 (2024): September
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v11i2.952

Abstract

The skincare segment of the Indonesian cosmetics industry is currently experiencing significant growth. As a result, there is intense and increasing competition within this sector. Founded in 2018, Camille Beauty is a well-regarded beauty manufacturing company that encourages consumers to purchase its products through social media marketing, particularly on platforms like TikTok. This study aims to investigate how consumers' decisions to purchase lip tints from Camille Beauty are influenced by empathy, online customer reviews, and content marketing. The sample for this quantitative study consists of 100 current students from the FEBI Management Study Program at North Sumatra State Islamic University. The sampling method employed was purposeful sampling, a non-probability technique. Data analysis was conducted using linear regression techniques, with hypothesis testing performed through t-tests and F-tests. The study's findings indicate that, for Camille Beauty lip tint purchases, empathy, content marketing, and online customer reviews all had a positive and significant impact on consumer decisions. Data were analyzed using SPSS version 25. Overall, the study confirms that empathy, content marketing, and online customer reviews have a strong and significant influence on consumer purchasing decisions for Camille Beauty lip tints.
Co-Authors Anandani, Thalia Andri Soemitra Budi Harianto, Budi Nasution, Khairunnisak Suhairi Suhairi Suri, Dian Mei