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Unang arifin
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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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Bandung Conference Series: Business and Management
Published by Universitas Islam Bandung
ISSN : -     EISSN : 22828253     DOI : https://doi.org/10.29313/bcsbm.v2i1
Core Subject : Economy,
Economics, Econometrics & Finance
Bandung Conference Series Business and Management (BCSBM) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Manajemen dan Bisnis dengan ruang lingkup Adjusted Exponential Smoothing, Bauran Produk, Capital Adequacy Ratio, Crash Program, Critical Path Method (CPM), Diagram Preventive, Diferensiasi Produk, Economic Order Quantity (EOQ), Harga, Internet Banking, Ishikawa, Kepuasan Kerja, Keputusan Pembelian, Keuntungan Maksimal, kualitas pelayanan, Lingkungan Kerja, Loan to Deposit Ratio, loyalty consumers, manajemen proyek, Manajemen Rantai Pasok, Matriks SCOR, Metode Hungarian Peramalan, metode lintasan kritis (CPM) brand image, metode Service quality, Metode Simpleks, Mixed-Product Proyek, model Kano network planning, Non Performing Loan Pelayanan Jasa, Pemeliharaan, perputaran persediaan dan piutang, Production Process, Profit, proyek pembangunan, Purchase Of Raw Materials, Rantai Pasok, return on investment, SCOR Kinerja, Service Quality, Simplex Method, Turnover Intention Kinerja, Waktu dan Biaya, Optimal Penugasan Kerja. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1 Documents
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Search results for , issue "1211-1218" : 1 Documents clear
Pengaruh Online Customer Review dan Social Media Marketing Instagram terhadap Keputusan Pembelian Make Over pada Marketplace Shopee Andelita Putri; Septiana Ayu Estri Mahani; Rezi Muhammad Taufik Permana
Bandung Conference Series: Business and Management 1211-1218
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26307

Abstract

Abstract. In Indonesia, the growth of the global beauty industry has been driven by the increasing penetration of e-commerce, which has expanded consumer access to a wide range of beauty products. In this context, Social Media Marketing (SMM) and Online Customer Reviews (OCR) have emerged as two primary instruments in digital marketing, playing a significant role in influencing consumer behavior. This study aims to analyze the influence of Social Media Marketing and Online Customer Reviews on purchasing decisions for Make Over products on Shopee. The study employs a quantitative approach, with data collected through a survey method. The sampling technique used was accidental sampling, involving a total of 200 respondents. The data were analyzed using multiple linear regression analysis. The results indicate that both independent variables have a positive influence on purchasing decisions. Partially, SMM was found to have a significant effect on purchasing decisions, while OCR also demonstrated a significant effect. Simultaneously, both variables exert a very strong influence on purchasing decisions. Abstrak. Di Indonesia, pertumbuhan industri kecantikan global didorong oleh meningkatnya penetrasi e-commerce yang memperluas akses konsumen terhadap berbagai produk kecantikan. Dalam konteks tersebut, Social Media Marketing (SMM) dan Online Customer Review (OCR) berkembang menjadi dua instrumen utama dalam pemasaran digital yang memiliki peran penting dalam memengaruhi perilaku konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Online Customer Review terhadap keputusan pembelian produk Make Over di Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui survei. Teknik pengambilan sampel dilakukan dengan teknik accidental sampling, dengan jumlah responden sebanyak 200 orang. Teknik analisis data yang digunakan adalah analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa kedua variabel independen memiliki pengaruh positif terhadap keputusan pembelian. Secara parsial, SMM terbukti berpengaruh signifikan terhadap keputusan pembelian, demikian pula OCR yang juga menunjukkan pengaruh signifikan. Secara simultan, kedua variabel memiliki pengaruh yang sangat kuat terhadap keputusan pembelian.

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