PENGARUH INFLUENCER MARKETING, CUSTOMER RELATIONSHIP MARKETING, DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING

Abstract

The research aimed to analyze and find out the effect of Influencer Marketing, Customer Relationship Marketing, and Digital Marketing on customers' purchasing decisions of the Scarlet Whitening products. The independent variables were Influencer Marketing, Customer Relationship Marketing, and digital marketing. Moreover, the dependent variable was customers' purchasing decisions. This research was quantitative. Moreover, the data collection technique used a non-probability sampling technique i.e., a sample collection technique that did not give the same opportunity to every population member selected as the sample. Furthermore, the instrument of data collection technique used questionnaires. The questionnaires were distributed to 98 respondents. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 22 version. The result indicated that Influencer Marketing had a positive and significant effect on the purchasing decisions of Scarlett Whitening products. Likewise, Customer Relationship Marketing had a positive and significant effect on the purchasing decisions of Scarlett Whitening products. Similarly, the Digital Marketing had a positive and significant effect on the purchasing decisions of Scarlett Whitening product