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AUTHOR(S): Lusiah, Hendra, Wan Suryani, Errie Margery
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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 lead to the results that variables of Social Media Advertising, E-Marketing, and Product Quality simultaneously have 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. |
KEYWORDS Social Media Advertising, E-Marketing, Product Quality, Purchasing Decision, Nature Cosmetics |
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Cite this paper Lusiah, Hendra, Wan Suryani, Errie Margery. (2020) The Influence Of Social Media Advertising, E-Marketing And Product Quality On The Process of Purchasing Nature Cosmetics. International Journal of Chemistry and Chemical Engineering Systems, 5, 10-15 |
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