Pengaruh Pengetahuan Produk, Pemasaran Digital Dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Kecantikan (Studi Kasus Pada Followers Akun Instagram @Nadifshop.Id)

Annisa Aulia Rahmatika (Universitas Muhammadiyah Aceh)
Marlizar Marlizar (Universitas Muhammadiyah Aceh)
Ammar Fuad (Universitas Muhammadiyah Aceh)

Sharing: Journal Of Islamic Economics, Management And Business
Vol. 5 No. 3 (2026): September, 2026

This study aimed to determine the effect of product knowledge, digital marketing, and sales promotion on purchasing decisions for beauty products among followers of the Instagram account @nadifshop.id. This study employed a quantitative approach, with data collected through questionnaires. The sampling technique used was purposive sampling, involving 96 respondents who were followers of the Instagram account @nadifshop.id and had previously purchased beauty products. The data were analyzed using multiple linear regression analysis with the assistance of SPSS version 27. The results showed that product knowledge, digital marketing, and sales promotion each had a positive and significant effect on purchasing decisions for beauty products among followers of the Instagram account @nadifshop.id. Furthermore, the three variables simultaneously had a significant effect on purchasing decisions. Product knowledge was the most dominant variable influencing consumers' purchasing decisions. The findings imply that improving consumers' understanding of product information, implementing effective digital marketing strategies, and offering attractive sales promotions are important factors in enhancing purchasing decisions for beauty products through the Instagram account @nadifshop.id.