The Influence Of E-Commerce And Brand Image On Purchasing Decisions Scarlett Whitening Product (Survey Of Scarlett Whitening Consumers In Tasikmalaya)
DOI:
https://doi.org/10.37676/jemba.v1i2.543Keywords:
E-Commerce, Brand Image, Purchasing DecisionsAbstract
This research aims to determine the influence of e-commerce and brand image on purchasing decisions for Scarlett Whitening product in Tasikmalaya. The analysis technique used was a quantitative method with a survey approach to 100 respondent in Tasikmalaya who had used Scarlett Whitening product. The types of data used are primary data and secondary data. The results of this test show that e-commerce has no significant effect and brand image has a significant effect on purchasing decisions for Scarlett Whitening in Tasikmalaya.
References
Abi, H. (2022). Pengertian E-Commerce Menurut Para Ahli dan Contohnya di Indonesia. https://www.liputan6.com/hot/read/4856338/ pengertian-e-commerce-menurut-para-ahli-dan-contohnya-di-indonesia, diakses 4 November 2023
Barkatullah. (2017). Hukum Transaksi Elektronik di Indonesis (Sebagai Pedoman dalam Menghadapi Era Digital Bisnis E-Commerce di Indonesia). Cet. Ke-1. Bandung: Penerbit Nusa Media.
Bustam, Hasmin, Saswiana. (2020). Pengaruh E-Commerce Terhadap Perilaku Konsumen dan Keputusan Pembelian Produk Online Shop (Studi Kasus Mahasiswa STIEM Bongaya). Jurnal Ilmiah Manajemen dan Bisnis, Vol.5, No.1, Hal 60-69.
Diana F, Isyanto P, Romli AD. (2022). Pengaruh Brand Ambassador dan Citra Merek Terhadap Keputusan Pembelian Produk Scarlett Whitening (Studi Mahasiswa Program Studi Manajemen Universitas Buana Perjuangan Karawang Angkatan 2018-2021). JMMAI: Jurnal Mahasiswa Manajemen dan Akuntansi 2 (3), 536-550.
Evita, N. (2017). Pengaruh Citra Merek Terhadap Keputusan Pembelian (Studi Kasus pada Bakso Boedjangan Cabang Burangrang, Bandung Tahun 2017). E-Proceeding of Applied Science, Volume 3, No. 2, Hal. 430.
Firmansyah, A. (2018). Pengantar Manajemen. Edisi ke 1. Yogyakarta. Deepublish.
Jacob, J. (2023). Manfaat E-Commerce untuk Bisnis dan Pelanggan. https://taptalk.io/blog/manfaat-e-commerce/. Diakses 8 November 2023.
Kotler, Keller. (2016). Marketing Management, 15e Global edition. England. Pearson Education Limited.
Kotler, P., & Amstrong, G. (2016). Prinsip-Prinsip Pemasaran. Edisi 13. Jilid 1. Jakarta: Erlangga.
Prasetyo, MT. (2018). Analisis Oligopoli pada Industri E-Commerce di Indonesia. Journal of Economic Development Issues (JEDI), 1(1):53-61.
Priansa, DJ. (2017). Komunikasi Pemasaran Terpadu (Pada Era Media Sosial). Bandung:CV Pustaka Setia.
Sugiyono. (2016).Metode Penelitian Kuantitatif. Bandung: ALFABETA.
Sujarweni, V Wiratna. (2018). Metodologi Penelitian Bisnis dan Ekonomi Pendekatan Kuantitatif. Pustaka Baru.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Saifa Nurbety, Arga Sutrisna, Gian Riksa Wibawa
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.