The Analysis of Affiliate Marketing, Video Marketing, and Halal Brand Awareness Factor in Influencing Consumer Decisions in Purchasing Implora Products

Authors

  • Hamidah Tussifah Faculty of Economics and Management, University of Darussalam Gontor, Ponorogo, Indonesia
  • Adzimatinoor Nabila Nabila Faculty of Economics and management

DOI:

https://doi.org/10.35313/ijem.v5i1.6444

Keywords:

Affiliate marketing, video marketing, halal brand awareness, purchase decisions, implora product

Abstract

Effective marketing strategies are crucial with the rapid growth of e-commerce and fierce competition in the cosmetics industry. This study analyzes the impact of affiliate marketing, video marketing, and halal brand awareness on consumer purchase decisions for Implora products. Using a quantitative approach, data were collected through questionnaires, observations, and surveys from 122 respondents who use Implora products, and analyzed with SPSS version 25. Multiple linear regression and T-tests reveal that affiliate marketing positively and significantly influences purchase decisions (tcount 2.497 > ttable 1.980). Conversely, video marketing shows a negative and significant effect (tcount -2.677 > ttable 1.980). Halal brand awareness positively and significantly affects decisions (tcount 3.381 > ttable 1.980), reflecting its importance in Indonesia's Muslim-majority market. Aspects like halal knowledge, hygiene, and safety enhance consumer trust, offering insights for more effective strategies to boost Implora's competitiveness and market share.

Downloads

Download data is not yet available.

Downloads

Published

2024-11-30

How to Cite

Tussifah, H., & Nabila, A. N. (2024). The Analysis of Affiliate Marketing, Video Marketing, and Halal Brand Awareness Factor in Influencing Consumer Decisions in Purchasing Implora Products. Indonesian Journal of Economics and Management, 5(1), 50–58. https://doi.org/10.35313/ijem.v5i1.6444