The Effect of Digital Marketing and Personal Selling on Consumer Purchase Decisions in Beauty Products

A. Kurniawati, J. Lubis, M. A. Al-Ihsan
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Abstract

MS.GLOW beauty products is a business engaged in the beauty or skincare section, in marketing MS.GLOW products using digital marketing and personal selling to make consumer purchasing decisions. And the purpose of this research is: (1) to find out whether digital marketing influences purchasing decisions; (2) to find out how personal selling influences purchasing decisions; (3) to find out whether digital marketing has a simultaneous effect on purchasing decisions. In this study, the quantitative correlation method was used to analyze the numbers. The population of this study is all consumers who buy MS.GLOW products at Cut Rafa Aek Nabara stores and the sample in this study is representative of the population in this study as many as 60 people. The sampling method in this study used saturated sampling techniques. The analysis technique used is a statistical test. The results of the study explain that digital marketing and personal selling variables influence consumer purchasing decisions which show that the coefficient value Y = 0.909 + 0.836X with a significant 0.000 is smaller than 0.06 and statistical calculations in the summary model with an R Square value of 0.732 means digital marketing and personal selling influence on purchasing decisions.
数字营销和个人销售对消费者美容产品购买决策的影响
MS.GLOW美容产品是一家从事美容或护肤部分的企业,利用数字营销和个人销售来营销MS.GLOW产品,以使消费者做出购买决定。本研究的目的是:(1)了解数字营销是否影响购买决策;(2)了解个人销售对购买决策的影响;(3)了解数字营销对购买决策是否具有同步效应。本研究采用定量相关法对数据进行分析。本研究的人群是在Cut Rafa Aek Nabara商店购买MS.GLOW产品的所有消费者,本研究中的样本代表了本研究中多达60人的人群。本研究的采样方法采用饱和采样技术。所使用的分析技术是统计检验。研究结果解释了数字营销和个人销售变量对消费者购买决策的影响,其系数值Y = 0.909 + 0.836X,显著值0.000小于0.06,汇总模型中统计计算的R平方值为0.732表示数字营销和个人销售对购买决策的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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