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Salman Alfarizi
Universitas Swadaya Gunung Jati, Cirebon, Indonesia
Economics, Econometrics & Finance

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The Influence of Digital Marketing and Brand Awareness on Purchase Decision on Facetology Sunscreen Products in Shopee E-Commerce Salman Alfarizi; Rizki Rizki; Soesanty Maulany
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.6966

Abstract

This study examines the effect of brand awareness and digital marketing on purchasing decisions to buy Facetology sunscreen on E-commerce Shopee. A total of 385 respondents participated in this study, which used SEM SmartPLS. The results showed that purchasing decisions are positively and significantly influenced by digital marketing, positively and significantly influenced by brand awareness. This finding shows how important brand awareness and digital marketing are in influencing purchasing decisions to buy Facetology sunscreen on Shopee.
Co-Authors Rizki Rizki Soesanty Maulany