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.
Highlights
Along with the rapid era development, the Indonesians’ shopping lifestyle in general especially those of Indonesian women has shifted in which various shopping styles are adopted by Indonesians especially women, starting from midnight shopping to the trending lifestyle of shopping through the internet or which is commonly known as online shopping
The first hypothesis yielded the value of t count (-3,763)
The second hypothesis yielded the value of tcount (0.868) 0.05 which led to the conclusion that E-Marketing does not have significant effect on Consumer’s Decision in Purchasing Eco-friendly Cosmetics in North Sumatra, Indonesia
Summary
Along with the rapid era development, the Indonesians’ shopping lifestyle in general especially those of Indonesian women has shifted in which various shopping styles are adopted by Indonesians especially women, starting from midnight shopping to the trending lifestyle of shopping through the internet or which is commonly known as online shopping. One attempts to convey the message of the products for people The attraction of this message is used based on the desired level, which means that the message delivered through advertisement in social media is the message that you want to deliver to target audiences which is the case social media offers various kinds of life needs, starting from fashions, health care to home appliances and it provides discounts on various items online. The green cosmetics industry in Indonesia that offers nature cosmetics products (green cosmetic) under the category of organic cosmetic is PT Anugrah Interximindo with product brand Melilea Botanical Skin Care If we observe, these companies conducted promotion through social media, e-marketing and created quality products so that consumers are seduced into buying the nature cosmetics products. We are trying to investigate and answer the roles of social media advertising, e-marketing, product quality on consumers’ decision in purchasing nature cosmetics in North Sumatera-Indonesia
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