社交媒体广告、网络营销和产品质量对购买天然化妆品过程的影响外文翻译资料

The Influence Of Social Media Advertising, E-Marketing And Product Quality On The Process of Purchasing Nature Cosmetics

LUSIAH1, HENDRA2, WAN SURYANI3, ERRIE MARGERY4

1 Sekolah Tinggi Ilmu Ekonomi IBBI, Indonesia

2Polytechnic Of Wilmar Bisnis Indonesia

3Universitas Al Washliyah (UNIVA), Indonesia

4 Sekolah Tinggi Ilmu Ekonomi PMCI, Indonesia

Abstract: This study seeks to investigate the role of Social Media Advertising, E-Marketing, and Product Quality on Consumersrsquo; Decision to Purchase Nature Cosmetics in North Sumatra-Indonesia partially and simultaneously. The data were analyzed using multiple Linear Regression model and coefficient of Determination. This research lead to the results that variables of Social Media Advertising, E-Marketing, and Product Quality simultaneously have positive and significant impact on consumersrsquo; decision in making purchases of Nature Cosmetics in North Sumatra-Indonesia and partially the variable of product quality is more dominant in consumersrsquo; decision in purchasing Environment friendly Cosmetics in North Sumatra-Indonesia. The coefficient of determination (R Square) shows that the variable of Social Media Advertising, E-Marketing, Product Quality is 0,593 or 59.3% while the remaining 40,7% is affected by other factors beyond the scope of this study.

Key-Words: Social Media Advertising, E-Marketing, Product Quality, Purchasing Decision, Nature Cosmetics

1 Introduction

Along with the rapid era development, the Indonesiansrsquo; shopping lifestyle in general especially those of Indonesian women has shifted in which various shopping styles are adopted by Indonesians especially women, starting from midnight shopping to the trending lifestyle of shopping through the internet or which is commonly known as online shopping. The rapid development of online shopping makes the competition on the internet as an easy and quick transaction mode growingly tight. It is recorded that the number of internet users in 2017 was 143,26 million or is equivalent to 54,68 percent of the total population of Indonesia (APJII,2018) and this number indicates an increase by 10,56 million people as recorded by a survey in 2016. The composition of internet users based on gender is 48, 57 percent (women), and 51, 43 percent (men). Advertising on a website and social media is a gateway to any products from anywhere around the globe. Online shopping is based on its virtual nature, in which there is no longer boundary between the goods and the people, producers and consumers at the local and international levels.

Making purchase over the internet has never been easier and quicker, in the sense that there is a process of bargaining with each mechanism on every website, and in addition to that, online selling enables us to cut the costs of marketing and distribution and help us eliminate cost for human

resources. Communicating the products and services through the internet has been dominantly adopted by marketers nowadays, with one of the effective online media to advertise the product is through social networking site. A social networking site that has gained popularity in Indonesia is not only used as a means of communication, but along with the development of social media website, has been used as a political campaign and product or service promotion.

Promoting through social media is more effective as social media is able to reach a wider consumer, as well as more quickly. Through social media, the business actors can deal directly with customers or potential customers and keep at pace with the development of their experiences with the products on offer. Consumersrsquo; commentaries which are satisfactory or tend to compare with other products can be easily identified by business actors. Marketing strategies through social networking can not only be adopted by smaller companies or home industries but also big corporations whose line of business is in other sectors. Social media may disseminate various matters related to human life, even with the rapid development, social media is not only used as a means of communication between one individual and the others but also can serve as a platform for business owners to sell their products. This is is received by customers who mostly spend their time in front of monitor screen and gadgetry

which is also mostly done by women who cannot get away from gadgets in their daily lives.

There are four social media platforms that fit into Indonesian users, namely Blogs, Facebook, Twitter, and Instagram. All forms of social media accessed through the internet with the purpose of informing the companyrsquo;s products is referred to as social media marketing, in addition to making use of website as the main media in marketing the products. The propagation of media has changed the way message in advertisement is delivered and received. Due to the high costs incurred in reaching out to mass audience, advertisers are moving away from television advertisement and opting to invest in an alternative media such as social networking site (SNS) in order to reach out to their target customers. The emergence of social media has helped organizations directly to be engaged, efficient, cost-effective and timely end-customer contacts if compared to other conventional means of communication. Therefore, social

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