IIJSE
Vol 8 No 1 (2025): Sharia Economics

The Influence of Digital Marketing and Brand Awareness on Purchase Decision on Facetology Sunscreen Products in Shopee E-Commerce

Alfarizi, Salman (Unknown)
Rizki, Rizki (Unknown)
Maulany, Soesanty (Unknown)

Article Info

Publish Date
18 Jul 2025

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.

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Journal Info
IIJSE
Website

Abbrev

iijse

Publisher

Universitas KH. Abdul Chalim

Subject

Economics, Econometrics & Finance

Description

The Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) is Sharia Economics Journal published by Sharia Economics Department Institut Pesantren KH. Abdul Chalim, Mojokerto. The Journal focuses on the issues of Sharia Economics, the History of Islamic Economic Thought, Islamic Law, Local ...