文章基本信息

标题：THE ANTECENDENTS OF PURCHASING DECISION OF COSMETIC PRODUCTS OF LIZZIE PARRA BEAUTY IN SOCIAL MEDIA
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作者：NURHAYATI WIDIANINGRUM ; LA MANI
期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2021
卷号：99
期号：11
语种：English
出版社：Journal of Theoretical and Applied
摘要：This study aims to examine the effect of social media use, brand image, and sales promotion on purchasing decisions for cosmetic products by Lizzie Parra Beauty. This study uses a quantitative method with an analytic survey approach. The data collection technique was carried out by distributing questionnaires online to 100 followers of the Instagram By Lizzie Parra Beauty account. The sampling technique was purposive sampling, in which Instagram followers who actively gave responses in the form of likes and comments. Data analysis used multiple linear regression on all research variables. The results showed that the use of social media and sales promotion had a significant influence on purchasing decisions. Meanwhile, brand image partially does not have a significant effect on purchasing decisions for cosmetic products by Lizzie Parra Beauty. But overall, both social media, brand image, and sales promotion simultaneously influence the purchasing decision of By Lizzie Parra Beauty cosmetic products. Thus, to increase cosmetic purchasing decisions, a company can use social media, build a brand image, and increase sales promotions.
关键词：Social Media;Brand Image;Sales Promotion;Purchasing Decision;Marketi