1. Home
  2. Vol 3, No 11 (2025)
  3. Tampubolon

Analysis of the Influence of Digital Marketing and Product Variety on Purchasing Decisions for Beauty Products on the Tokopedia Application

Author


Rhoni Ilham Tampubolon(1Mail),
(1) Program Studi Perbankan Syariah, STAI Al-Hikmah Medan,

Mail Corresponding Author
Article Analytic
  [File Size: 475KB]  Language: en
Available online: 2025-12-06  |  Published : 2025-12-06
Copyright (c) 2025 Rhoni Ilham Tampubolon
Article can trace at:

Article Metrics

Abstract Views: 19 times PDF Downloaded: 10 times

Abstract


The purpose of this research is to identify and analyze the influence of digital marketing and product variety on purchasing decisions for beauty products on the Tokopedia application among the residents of Tanjung Sari, Medan. This study employs an exploratory research method, with each variable measured using a Likert scale. Data were collected through interviews, questionnaires, and documentation. The population consists of all consumers of PT Tokopedia, totaling 157 individuals. Sampling was conducted using a saturated sampling technique, also known as a census, due to the relatively small population size. Data were processed using SPSS version 23, applying descriptive analysis and hypothesis testing through multiple regression analysis. The findings indicate that (1) digital marketing has a partial influence on purchasing decisions for beauty products on the Tokopedia application; (2) product variety also partially influences purchasing decisions; and (3) digital marketing and product variety simultaneously have a positive and significant effect on purchasing decisions for beauty products on the Tokopedia application among the people of Tanjung Sari, Medan.

Keywords


digital marketing, product variety, purchasing decisions

References


Akdon, & Riduwan. (2013). Rumus dan Data dalam Analisis Statistika. Alfabeta.

Andrian, 2019. (2019). Digital Marketing dan Ragam Produk pada Minat Beli Konsumen Toko Online Shopee (Studi Kasus pada Mahasiswa Prodi Manajemen Fakultas Ekonomi Universitas Bhayangkara Jakarta Raya

Angkatan 2016). Jurnal Bisnis Dan Manajemen, 3(1), 1424.

Arlesandy, P., & Zuliestiana, D. A. (2019). Pengaruh Social Media Marketing Melalui Instagram Terhadap Minat Beli Konsumen Ladyfameshop. EProceeding of Management, 6(2), 2767.

Barnes, S., & Vidgen, R. (2003). Measuring Web site quality improvements: a case study of the forum on strategic management knowledge exchange. Industrial Management And Data System.

Barriyah, K., & Suyanto, A. M. A. (2019). Pengaruh E-Service Quality Terhadap Minat Beli Pengunjung Toko Online Shopee.co.id. E-Proceeding of Management, 6(1), 321329.

Batu, R. L., Situngkir, T. L., Krisnawati, I., Halim, S., Manajemen, P. S., Karawang, U. S., Digital, P., & Online,

K. P. (2019). Pengaruh Digital Marketing Terhadap Online Purchase Decision Pada Platform Belanja Online Shopee. Jurnal Ekonomi Dan Bisnis, 18(2), 144152.

Carter, B. (2019). When Pay Per Click Is NOT Right For You. Search Egine Journal. https://www.searchenginejournal.com/pay-per-clickmarketing/8824/

Chaffey, D. (2002). E-business and E-commerce Management. Prentice

Hall. Durianto, & Liana. (2014). Analisi Efektivitas Iklan Televisi Softener Soft & Fresh di Jakarta dan Sekitarnya dengan Menggunakan Consumen Decision Model. Jurnal Ekonomi Perusahaan, 11(1), 3555.

Ferdinand. (2014). Metode Penelitian Manajemen Pedoman Penelitian untuk Penulisan Skripsi Tesis dan Disertasi Ilmu Manajemen. Badan Penerbit Universitas Diponegoro.

Fishkin, R. (2019). SEO : Pengertian, Jenis, Tujuan, Manfaat, Cara Kerja dan Indikator Terlengkap. Guru Pendidikan. https://seputarilmu.com/2019/10/seo.html


Refbacks

  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.