The Influence of Digital Marketing and Brand Awareness on Purchase Decision on Facetology Sunscreen Products in Shopee E-Commerce
This study examines the effect of brand awareness and digital marketing on purchasing decisions to buy Facetology sunscreen on E-commerce Shopee. A total of 385 respondents participated in this study, which used SEM SmartPLS. The results showed that purchasing decisions are positively and significa...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2025-07-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
| Subjects: | |
| Online Access: | https://www.e-journal.uac.ac.id/index.php/iijse/article/view/6966 |
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| _version_ | 1849717258160439296 |
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| author | Salman Alfarizi Rizki Rizki Soesanty Maulany |
| author_facet | Salman Alfarizi Rizki Rizki Soesanty Maulany |
| author_sort | Salman Alfarizi |
| collection | DOAJ |
| description |
This study examines the effect of brand awareness and digital marketing on purchasing decisions to buy Facetology sunscreen on E-commerce Shopee. A total of 385 respondents participated in this study, which used SEM SmartPLS. The results showed that purchasing decisions are positively and significantly influenced by digital marketing, positively and significantly influenced by brand awareness. This finding shows how important brand awareness and digital marketing are in influencing purchasing decisions to buy Facetology sunscreen on Shopee.
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| format | Article |
| id | doaj-art-21392cf8e4084d9db35b172533f0bfdb |
| institution | DOAJ |
| issn | 2621-606X |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Universitas KH Abdul Chalim, Prodi Ekonomi Syariah |
| record_format | Article |
| series | Indonesian Interdisciplinary Journal of Sharia Economics |
| spelling | doaj-art-21392cf8e4084d9db35b172533f0bfdb2025-08-20T03:12:43ZengUniversitas KH Abdul Chalim, Prodi Ekonomi SyariahIndonesian Interdisciplinary Journal of Sharia Economics2621-606X2025-07-018310.31538/iijse.v8i3.6966The Influence of Digital Marketing and Brand Awareness on Purchase Decision on Facetology Sunscreen Products in Shopee E-CommerceSalman Alfarizi0Rizki Rizki1Soesanty Maulany2Universitas Swadaya Gunung Jati, Cirebon, IndonesiaUniversitas Swadaya Gunung Jati, Cirebon, IndonesiaUniversitas Swadaya Gunung Jati, Cirebon, Indonesia This study examines the effect of brand awareness and digital marketing on purchasing decisions to buy Facetology sunscreen on E-commerce Shopee. A total of 385 respondents participated in this study, which used SEM SmartPLS. The results showed that purchasing decisions are positively and significantly influenced by digital marketing, positively and significantly influenced by brand awareness. This finding shows how important brand awareness and digital marketing are in influencing purchasing decisions to buy Facetology sunscreen on Shopee. https://www.e-journal.uac.ac.id/index.php/iijse/article/view/6966Digital MarketingBrand AwarenessPurchase decisionSunscreen Facetology |
| spellingShingle | Salman Alfarizi Rizki Rizki Soesanty Maulany The Influence of Digital Marketing and Brand Awareness on Purchase Decision on Facetology Sunscreen Products in Shopee E-Commerce Indonesian Interdisciplinary Journal of Sharia Economics Digital Marketing Brand Awareness Purchase decision Sunscreen Facetology |
| title | The Influence of Digital Marketing and Brand Awareness on Purchase Decision on Facetology Sunscreen Products in Shopee E-Commerce |
| title_full | The Influence of Digital Marketing and Brand Awareness on Purchase Decision on Facetology Sunscreen Products in Shopee E-Commerce |
| title_fullStr | The Influence of Digital Marketing and Brand Awareness on Purchase Decision on Facetology Sunscreen Products in Shopee E-Commerce |
| title_full_unstemmed | The Influence of Digital Marketing and Brand Awareness on Purchase Decision on Facetology Sunscreen Products in Shopee E-Commerce |
| title_short | The Influence of Digital Marketing and Brand Awareness on Purchase Decision on Facetology Sunscreen Products in Shopee E-Commerce |
| title_sort | influence of digital marketing and brand awareness on purchase decision on facetology sunscreen products in shopee e commerce |
| topic | Digital Marketing Brand Awareness Purchase decision Sunscreen Facetology |
| url | https://www.e-journal.uac.ac.id/index.php/iijse/article/view/6966 |
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