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All Journal JAM : Jurnal Aplikasi Manajemen JBTI : Jurnal Bisnis : Teori dan Implementasi JURNAL PENGABDIAN KEPADA MASYARAKAT Journal of Business Management Education (JBME) ATESTASI : Jurnal Ilmiah Akuntansi Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmu Manajemen Advantage Jurnal Inovasi Masyarakat Conference Proceedings International Conference on Education Innovation and Social Science
Sri Astuti Pratminingsih
Faculty Of Business And Management, Universitas Widyatama
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jurnal Ilmu Manajemen Advantage

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The Effect of Social Media Advertising, E-Wom and Price on Consumer Purchase Decisions in Buying Skincare Products at E-Commerce Shoppe Adrian Muhamad Fajar; Sri Astuti Pratminingsih
Jurnal Ilmu Manajemen Advantage Vol. 6 No. 2 (2022): December 2022
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/adv.v6i2.942

Abstract

This study aims to determine the effect of social media advertising, electronic word of mouth and prices on skincare purchasing decisions at Shopee. This research uses a quantitative approach with a population of student consumers at the Faculty of Economics and Business, Widyatama University. The sampling technique uses the purposive sampling method by taking samples through the Google Form Questionnaire which is distributed online. The sample was distributed to 100 respondents according to the research criteria. The data analysis technique uses multiple regression. The results of the study explain that social media advertising variables have a significant effect on skincare purchasing decisions with a significant value of 0.000 <0.05. Electronic word of mouth variables have a significant effect on skincare purchasing decisions with a significant value of 0.010 <0.05. Meanwhile, the price variable does not have a significant effect on skincare purchasing decisions at Shopee with a significant value of 0.071 > 0.05. The results of the coefficient of determination (R) are independent (social media advertising, electronic word of mouth and price) simultaneously by obtaining an R Square value of 41.9%.
Co-Authors Adrian Muhamad Fajar Ahmad Johan Bayu Umbara Belani Asmara Hadi Desi Lusiana Eriana Astuty Gagan Sugandi Mariana Rachmawati R. Adjeng Mariana Febrianti Risya Lestari Ningrum Salsabila Vania Suhyar Suganda, Uce Karna Sunardi Sembiring Brahmana Sunardi. S Brahmana Suryana Suryana Windy Rashela Yudhistira Pratama Zulganef Zulganef