Pengaruh Iklan, Promosi Dan Review Produk Lipcream Makeover Terhadap Keputusan Pembelian Di Shopee
DOI:
https://doi.org/10.37385/msej.v5i2.5212Keywords:
Advertising, Promotion, Reviews, Buying DecisionsAbstract
This research aims to see the influence of advertising, promotions and reviews of Lipcream MakeOver products on shopee on purchasing decisions. This research was conducted to understand the factors that influence consumers in deciding to by cosmetic product on shopee. The research method used is quantitative. With the population of people who have purchased Lipcream MakeOver product. Data collection includes distributing questionnaires. The data analysis method used is the reliability test, realibility test, classical assumption test, multiple linear regression test and hypothesis test. The research results show that advertising, promotions and product review have a significant positive influence on consumer purchasing decisions. Advertisements and product promotions on Shopee can increase consumer interest in purchasing Lipcream MakeOver, while product reviews from previous buyers also have a positive influence on purchasing decisions. These findings have important implications for cosmetic manufactures and sellers on Shopee in designing effective marketing strategies to increase sales of their products.
References
Anderson, M., & Brown, S. (2018). The Role of Promotions in Influencing Purchase Decisions. Journal of Consumer Behavior, 28, 198–215.
Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education
Febtiani. (2021). PENGARUH ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN LIP PRODUCT EMINA MELALUI CITRA MEREK, http://repository.unwidha.ac.id/2080/1/Ervina%20Fix.pdf. Febtiani, 3(April), 49–58.
Hawkins, D. I., & David L. Mothersbaugh. (2019). Consumer Behavior: Building Marketing Strategy. McGraw-Hill Education
Loudon, D. L., & Albert J. Della Bitta. (2018). Consumer Behavior: Concepts and Applications. McGraw-Hill Education.
Philip Kotler. (2021). Marketing Management. Pearson.
Smith, J., & Johnson, R. (2015). The Impact of Advertising on Consumer Buying Decisions. Journal of Marketing Research, 45(345–362).
Sweeney, J. C., & Geoffrey N. Soutar. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77, 203–320.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, R&D (Kedua). In Alfabeta (Vol. 3, Issue 2).
Template
