PENGARUH DIGITAL MARKETING DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE THINK HALE DI SHOPEE
Abstract
This study aims to analyze the influence of digital marketing and consumer trust on purchase decisions for Think Hale skincare products on Shopee. The study employed an associative quantitative approach involving 100 Think Hale consumers on Shopee. Respondents were selected through purposive sampling, and data were collected using Likert-scale questionnaires. Multiple linear regression analysis was conducted using SPSS 26. The results show that digital marketing has a positive and significant effect on purchase decisions with a t-value of 5.544 and a significance value of 0.000. Consumer trust also has a positive and significant effect on purchase decisions with a t-value of 5.778 and a significance value of 0.000. Simultaneously, both variables significantly affect purchase decisions with an F-value of 33.680 and a significance value of 0.000. The R² value of 0.410 indicates that digital marketing and consumer trust jointly explain 41.0% of the variation in purchase decisions. Consumer trust has a more dominant influence than digital marketing. These findings highlight the importance of integrating digital promotion strategies with efforts to strengthen credibility, transaction security, and product information transparency to improve consumer purchase decisions.
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