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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Putri Sadila
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Konten Promosi, Online Customer Riview, Online Customer Rating Terhadap Keputusan Pembelian Produk Cosmetic Skintific di E-Commerce Shopee Putri Sadila; Murwanti, Sri
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 1 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i1.6525

Abstract

This study aims to examine the influence of promotional content, online customer reviews, and online customer ratings on purchasing decisions for Skintific cosmetic products on the Shopee e-commerce platform in the Soloraya region. A quantitative approach with a descriptive design was used, and the sample consisted of 150 respondents selected using purposive sampling. Data were collected through an online questionnaire using the Likert scale to measure respondents' perceptions of the variables under investigation. The results indicate that promotional content has a positive but insignificant effect on purchasing decisions, while online customer reviews and online customer ratings have a positive and significant effect on purchasing decisions. The study recommends adding variables such as brand image and influencer marketing and maintaining the quality of Skintific products to sustain consumer interest.
Pengaruh Konten Promosi, Online Customer Riview, Online Customer Rating Terhadap Keputusan Pembelian Produk Cosmetic Skintific di E-Commerce Shopee Putri Sadila; Murwanti, Sri
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 1 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i1.6525

Abstract

This study aims to examine the influence of promotional content, online customer reviews, and online customer ratings on purchasing decisions for Skintific cosmetic products on the Shopee e-commerce platform in the Soloraya region. A quantitative approach with a descriptive design was used, and the sample consisted of 150 respondents selected using purposive sampling. Data were collected through an online questionnaire using the Likert scale to measure respondents' perceptions of the variables under investigation. The results indicate that promotional content has a positive but insignificant effect on purchasing decisions, while online customer reviews and online customer ratings have a positive and significant effect on purchasing decisions. The study recommends adding variables such as brand image and influencer marketing and maintaining the quality of Skintific products to sustain consumer interest.
Co-Authors Sri Murwanti