Pengaruh Digital Marketing dan Brand Trust Terhadap Keputusan Pembelian Produk Skincare Camille Beauty di Marketplace Shopee. (The Influence of Digital Marketing and Brand Trust on the Purchase Decision of Camille Beauty Skincare Products on the Shopee Marketplace).

Marini, Novidah (2024) Pengaruh Digital Marketing dan Brand Trust Terhadap Keputusan Pembelian Produk Skincare Camille Beauty di Marketplace Shopee. (The Influence of Digital Marketing and Brand Trust on the Purchase Decision of Camille Beauty Skincare Products on the Shopee Marketplace). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

According to data from Data Repoltal (2022) in Indonesia, internet users in January 2022 reached 204.7 million users which increased by 2.1 million users (+1.0%) between 2021 and 2022 where 73.7% of the population in Indonesia has interacted with the internet. Digital marketing has become an important component of modern business strategies, allowing companies to reach consumers more effectively through various online platforms. This study has a relationship between the influence of digital marketing, brand trust, and consumer purchasing decisions, namely digital marketing plays an important role in reaching potential consumers and increasing product visibility, while brand trust serves as a key factor in building consumer loyalty and trust. The research method used is quantitative with a survey approach. Data was collected through a questionnaire distributed to 100 respondents who had purchased Camille Beauty products at Shopee. The data analysis technique used is multiple linear regression to see the effect of the two independent variables on the dependent variable. The results showed that digital marketing has a positive and significant influence on purchasing decisions. In addition, brand trust is also proven to have a positive and significant effect on purchasing decisions. The implication of this research is the importance of companies to improve their digital marketing strategy.

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