THE IMPACT OF DIGITAL MARKETING ON CONSUMERS PURCHASE DECISION TOWARD HALAL COSMETIC PRODUCTS IN TANGERANG INDONESIA
Abstract
This study aims to analyze the impact of digital marketing on consumers purchase decision toward Wardah cosmetic. The study uses primary and secondary data. Primary data was obtained from the data interview with the consumers while Secondary data was taken from the results of literature, references, journals, articles, magazines, internet, and other documents related to the research. The results of the study indicate that digital marketing such as social media such as instragram, facebook, tiktok are influenced to the decision of the consumers to purchase Wardah brand as a halal product cosmetics. This research provides knowledge about digital marketing and how to increase consumer in making purchase decisions on Instagram social media for Wardah Cosmetics products at Kelapa Dua Tangerang area. As well as providing knowledge of how big the influence of marketing is digital online through social media influences purchasing decisions for wardah products circulating in the community. The result found that the social media has a biggest impact on the decision making of the consumers to purchase halal product wardah cosmetics in Tangerang Indonesia.
Keywords: Digital marketing, wardah product, halal cosmetics.
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