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All Journal JURNAL PENDIDIKAN TAMBUSAI MOTIVASI Jurnal Manajemen dan Bisnis Transekonomika : Akuntansi, Bisnis dan Keuangan JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Implementasi Manajemen & Kewirausahaan Journal of Management and Digital Business Seminar Nasional Pengabdian Kepada Masyarakat Journal of Applied Management Research CASHFLOW : CURRENT ADVANCED RESEARCH ON SHARIA FINANCE AND ECONOMIC WORLDWIDE Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Jurnal Manajemen Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) (JUMPER) Southeast Asia Journal of Business, Accounting, and Entrepreneurship Journal of International Multidisciplinary Research
Amin, Andi Mustika
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Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Journal of Applied Management Research

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The Effect of Digital Promotion and Brand Awareness on Purchasing Decisions on Scarlett Whitening Skincare Products (Study on TikTok Shop User Students ar FEB UNM) Johnson, Nur Atifah Septira; Amin, Andi Mustika; Haeruddin, Muhammad Ilham Wardhana; Ruma, Zainal; Hasdiansa, Ilma Wulansari
Journal of Applied Management Research Vol 4, No 1 (2024)
Publisher : The Graduate School of Sahid University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/jamr.v4i1.2167

Abstract

In the digital era with the internet that is increasingly developing like today with the sophistication of this technology, it has a major effect on consumer behavior. Digital promotion has become one of the main strategies in marketing efforts to reach consumers who are increasingly connected online. Meanwhile, brand awareness remains an important aspect in shaping consumer perceptions of brands and products. The purpose of this study is to ascertain how Scarlett Whitening product purchasing decisions are influenced by digital promotion and brand awareness among students at Makassar State University's Faculty of Economics and Business. The study's population consisted of 70 enrolled students from Makassar State University's 2020 class in the Faculty of Economics and Business. A questionnaire was used to obtain the data. Multiple linear regression analysis utilizing the Statistical Product and Service Solution (SPSS) is the data analysis method employed. The study's findings suggest that digital promotion partially has a positive and significant effect on Purchasing Decisions. Brand Awareness partially has a positive and significant effect on Purchasing Decisions. Meanwhile Digital Promotion and Brand Awareness simultaneously have a positive and significant effect on Purchasing Decisions.
Co-Authors Abadi, Rahmat Riwayat Abdi Akbar Idris Agung Widhi Kurniawan Akbar, Andi Muhammad Anwar Anwar Anwar Anwar Ramli Apriani, Ely Aslam, Annisa Paramaswary Aslam, Annisa Paramswary Aswar, Nurul Fadilah Awalia, Nurilmi Chalid Imran Musa Dipoatmodjo, Tenri Sayu Puspitaningsih Dipoatmojo, Tenri Sayu Puspitaningsih Fatwa, Nur Apriani Fausyah, Nur Febinda Haeruddin, Muh. Ikhwan Maulana Hasdiansa, Ilma Wulansari Hasnidar Hasnidar Hety Budiyanti, Hety Ipoatmodjo, Tenri S. P. D Johnson, Nur Atifah Septira M. Ikhwan Maulana Haeruddin Maisyaroh, Ummi Muhammad Wahyu, Muhammad Musa, M. Ichwan Musa, Muh Ichwan Musa, Muhammad Ichwan Nurfarhana Nurman Nurman Nurman Nursafitri Nurul Fauziah Paramaswary Aslam, Annisa Primawalda, Az-zahra Rizqi Ramadhani, Khusnul Khatimah Putri Rauf, Anwar Rifadly Abadi, Ridfan Riska Riu, Isma Azis Ruma, Zainal Sah, Nurul Alfadiza Satria Satria, Satria Syamsul, Ikhlazhizha Taufiq, Farah Ramadhani Tawe, Amiruddin