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All Journal Jurnal Ilmu Manajemen Terapan (JIMT)
Indrajaya, Bella Lorenza
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Decision Sciences, Operations Research & Management

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Pengaruh Pemasaran Digital dan Online Customer Review Terhadap Keputusan Pembelian Pada Produk Skincare di E-Commerce Shopee (Literature Review Manajemen Pemasaran) Shafwah, Allya Dina; Fauzi, Achmad; Caesar, Leo Andri Yulius; Octavia, Aurelia; Indrajaya, Bella Lorenza; Endraswari, Johana Iva; Yulia, Michely Noorma
Jurnal Ilmu Manajemen Terapan Vol. 5 No. 3 (2024): Jurnal Ilmu Manajemen Terapan (Januari - Februari 2024)
Publisher : Dinasti Review Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jimt.v5i3.1738

Abstract

Relevant and previous research is one of the important factors in a scientific articleresearch. Relevant and previous research is useful to strengthen and reinforce the theory usedin research and help determine the relationship or influence that occurs between variables.This article reviews the factors that influence purchasing decisions, namely: digital marketingand online customer reviews. The purpose of writing this article is to build hypotheses ofinfluence between variables that will be used for future research. The results of this literaturereview article are: (1) Digital marketing affects purchasing decisions; (2) Online customerreviews affect purchasing decisions, and (3) Digital marketing and online customer reviewssimultaneously affect purchasing decisions.
Co-Authors Achmad Fauzi Caesar, Leo Andri Yulius Endraswari, Johana Iva Octavia, Aurelia Shafwah, Allya Dina Yulia, Michely Noorma