Pengaruh Inovasi Produk, Ekuitas Merek dan Konten Marketing Terhadap Keputusan Pembelian Bodylotion Scarlet pada E-Commerce (Studi Empiris Mahasiswa ITB Widya Gama Lumajang)

Abstrak

Body care products are one area of the beauty industry that is currently developing quite rapidly. Everyone needs this product. Skin care companies are struggling to come up with solutions that are suitable for all skin types because teenage skin care is very important. In Indonesia, Scarlett Body Lotion is a skin care brand
that is very well known among young consumers. The purpose of this research is to ascertain and evaluate the impact of content, brand equity, and product innovation on purchasing decisions in e-commerce. This study uses a quantitative approach. The population in this study were eighth semester ITB Widya Gama
Lumajang morning class (A) students who used Scarlett Body Lotion. With 60 students as respondents who were taken using questionnaires using accidental sampling technique and then testing the hypothesis using multiple linear regression analysis, the results showed that product innovation and marketing content
did not significantly influence purchasing decisions, while brand equity influenced purchasing decisions for Scarlett's Body Lotion products.