Analysis of The Influence of Online Purchase Decisions, Digital Perceive Value of Quality and Digital Viral Marketing on Consumer Satisfaction of Skincare Products
Article Sidebar
Main Article Content
Abstract
The purpose of this study is to determine whether consumer happiness is influenced by product quality, viral marketing, and purchase decisions. The population under study in this study consists of customers who use skincare products. The sample is a portion of the population's size and makeup. Non-probability sampling strategies were employed in this study. A total of 100 respondents made up the sample for this investigation. Researchers employed questionnaires as a means of gathering information from respondents in order to compile the necessary data. This study's questionnaire approach makes use of a Likert scale. This study falls under the category of explanatory research, which uses hypothesis testing to understand cause-and-effect correlations between variables. With the aid of SPSS software, researchers in this study used the path analysis method to evaluate the data. Based on the information that researchers have acquired and analyzed throughout the testing stage, the following conclusions may be drawn: Purchase decisions are directly impacted by the quality of the product. Purchase decisions are directly impacted by viral marketing. Purchase decisions are influenced by viral marketing and product quality at the same time. Customer happiness is directly influenced by the quality of the product. Customer happiness is directly impacted by viral marketing. Customer happiness is directly impacted by purchase decisions. Customer satisfaction is influenced by purchase decisions, viral marketing, and product quality all at once. Product quality influences consumer satisfaction through purchasing decisions. Viral marketing influences consumer satisfaction through purchasing decisions.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
[2] Budi Utomo, S., Jamali, H., Arief, I., Saputra, M. N., & Priambodo, C. G. (2023). Analysis of The Influence of Hedonic Digital Lifestyle on Consumptive E-Shopping Behavior of Generation Z Through E-Commerce Applications. Jurnal Sistim Informasi Dan Teknologi, 5(3), 85–91.
[3] Rachmad, Y. E., Meilani, E., Rizki, M., Sono, M. G., & Fitri, S. (2023). The Influence of Sharia Perception, Price, Location, Value Creation and Brand Trust on Loyalty of Modern Supermarket Customers. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(3), 577-581.
[4] Rahmah, R. A., Fitri, S., Marlina, M., & Desiana, D. (2022, February). An Entrepreneurship By Utilizing Business On Social Media To The Growth Of Economics Family In The Covid-19 Era. In International Conference On Research And Development (ICORAD) (Vol. 1, No. 1, pp. 10-14).
[5] Bakri, A. A., Wandanaya, A. B., Violin, V., & Fauzan, T. R. (2023). The Application of UTAUT Modified Model to Analyze the Customers Use Behavior of Shopee Paylater. Jurnal Sistim Informasi dan Teknologi, 96-101.
[6] Violin, V. (2022). Influence Leadership, Competence and Motivation To Performance Employee Service Health Regency Bay Bintuni West Papua Province. J. Adm. J. Pemikir. Ilm. dan Pendidik. Adm. Perkantoran, 9(2), 305-310.
[7] Chaerudin, S. M., & Syafarudin, A, “The Effect Of Product Quality, Service Quality, Price On Product Purchasing Decisions On Consumer Satisfaction,” Ilomata International Journal of Tax and Accounting, vol. 2, no. 1, pp. 61–70, 2021, https://doi.org/10.52728/ijtc.v2i1.202
[8] Negara, M. E. P., Triansyah, I., Hasni, D., & Febrianto, B. Y. (2022). Hubungan Intensitas Penggunaan Earphone dengan Derajat Gangguan Pendengaran pada Mahasiswa Fakultas Kedokteran Universitas Baiturrahmah. Scientific Journal, 1(3), 229-236.
[9] Setiawan, P. B. A., Vani, A. T., Febrianto, B. Y., & Septiana, V. T. (2020). The Effectiveness of Using Aloe Vera Facial Soap and Aloe Gel on the Degree of Acne Vulgaris in Students of SMA Negeri 2 Bayang. Jurnal EduHealth, 11(1), 39-47.
[10] Abdullah, D., Febrianto, B. Y., Dewi, N. P., Vani, A. T., & Ulfah, F. C. (2022). The Effectiveness of 80% Kefir Gel Against The Overview The Number of Fibroblasts in Healing Cuts Mice (Mus Musculus). Jurnal Kesehatan Prima, 16(1), 18-24.
[11] Mustikasari, A., & Widaningsih, S, “The Influence of Viral Marketing toward Brand Awareness and Purchase Decision,” Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance, 2018, https://doi.org/https://doi.org/10.2991/icebef-18.2019.138
[12] Sumiati, & Gea, D, “The Influence of Price, Brand Image and Product Quality on Purchase Decisions for Branded Medicine Products at Pt. Bernopharm,” Jurnal Manajemen Universitas Bung Hatta, vol. 16, no. 1, 2022.
[13] Tirtayasa, S., Lubis, A. P., & Khair, H, “Purchasing Decisions: As a Mediating Variable in the Relationship between Product Quality and Trust and Consumer Satisfaction,” Jurnal Inspirasi Bisnis Dan Manajemen, vol. 5, no. 1, 2021.
[14] Wantara, P., & Tambrin, M, “The Effect of Price and Product Quality Towards Customer Satisfaction and Customer Loyalty on Madura Batik,” ITHJ: International Tourism and Hospitality Journal, vol. 2, no. 1, pp. 1–9, 2019, https://rpajournals.com/ithj:https://rpajournals.com/ithj