Publication Details
Abstract
This study examines the influence of celebrity endorsements, flash sale promotions, and website quality on purchasing decisions for Skintific products on Shopee, driven by rapid technological advancements and the rising popularity of online marketplaces in Indonesia. Despite Shopee's market dominance with 190.7 million visits in 2022, research on factors driving specific brand purchases remains limited. Using an associative quantitative approach, the study surveyed 96 students from Muhammadiyah University of Jember who purchased Skintific products on Shopee within the past year, selected through the Slovin formula. Data analysis revealed that celebrity endorsements, flash sale promotions, and website quality significantly and positively impact purchasing decisions. The findings highlight key marketing strategies for enhancing consumer engagement and boosting sales in competitive e-commerce environments.