文章基本信息

标题：Influence of social media advertising, e-marketing and product quality on the process of purchasing nature cosmetics
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作者：Syawaluddin Syawaluddin ; Joni Joni ; Erwin Erwin 等
期刊名称：International Journal of Research in Business and Social Science
印刷版ISSN：2147-4478
出版年度：2019
卷号：8
期号：5
页码：316-321
DOI：10.20525/ijrbs.v8i5.491
出版社：Society for the Study of Business & Finance
摘要：This study seeks to investigate the role of Social Media Advertising, E-Marketing, and Product Quality on Consumers’ Decision to Purchase Nature Cosmetics in North Sumatra-Indonesia partially and simultaneously. The data were analyzed using multiple Linear Regression model and coefficient of Determination. This research leads to the results that variables of Social Media Advertising, E-Marketing, and Product Quality simultaneously have a positive and significant impact on consumers’ decision in making purchases of Nature Cosmetics in North Sumatra-Indonesia and partially the variable of product quality is more dominant in consumers’ decision in purchasing Environment-friendly Cosmetics in North Sumatra-Indonesia. The coefficient of determination (R Square) shows that the variable of Social Media Advertising, E-Marketing, Product Quality is 0,593 or 59.3% while the remaining 40,7% is affected by other factors beyond the scope of this study..
其他摘要：This study seeks to investigate the role of Social Media Advertising, E-Marketing, and Product Quality on Consumers’ Decision to Purchase Nature Cosmetics in North Sumatra-Indonesia partially and simultaneously. The data were analyzed using multiple Linear Regression model and coefficient of Determination. This research leads to the results that variables of Social Media Advertising, E-Marketing, and Product Quality simultaneously have a positive and significant impact on consumers’ decision in making purchases of Nature Cosmetics in North Sumatra-Indonesia and partially the variable of product quality is more dominant in consumers’ decision in purchasing Environment-friendly Cosmetics in North Sumatra-Indonesia. The coefficient of determination (R Square) shows that the variable of Social Media Advertising, E-Marketing, Product Quality is 0,593 or 59.3% while the remaining 40,7% is affected by other factors beyond the scope of this study.
关键词：Social Media Advertising;E-marketing;Product Quality;Purchasing Decision;Nature Cosmetics;JEL Classification:;M30;M31;M15