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Influence of social media advertising, e-marketing and product quality on the process of purchasing nature cosmetics

Author

Listed:
  • Syawaluddin Syawaluddin

    (STIE,Professional Manajemen College Indonesia)

  • Joni Joni

    (STMIK TIME, Jalan Merbabu No.32 aa-bb, Pusat Ps., Kec. Medan Kota, Kota Medan, Sumatera Utara 20212, Indonesia)

  • Erwin Erwin

    (STIE MIKROSKIL,Jl. M.H Thamrin No.140, Sei Rengas II, Kec. Medan Kota, Kota Medan, Sumatera Utara 20212,Indonesia)

Abstract

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. Key Words:Social Media Advertising, E-marketing, Product Quality, Purchasing Decision, Nature Cosmetics

Suggested Citation

  • Syawaluddin Syawaluddin & Joni Joni & Erwin Erwin, 2019. "Influence of social media advertising, e-marketing and product quality on the process of purchasing nature cosmetics," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 8(5), pages 316-321, September.
    • Handle: RePEc:rbs:ijbrss:v:8:y:2019:i:5:p:316-321
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    References listed on IDEAS

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    2. Kaplan, Andreas M. & Haenlein, Michael, 2011. "The early bird catches the news: Nine things you should know about micro-blogging," Business Horizons, Elsevier, vol. 54(2), pages 105-113.
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