Sustainable Marketing Governance to Drive Purchasing Decisions in Online Business

— The online business was founded when @ preloved1402 initially sold children's clothes that are no longer used but are still new because @ preloved1402 used to have a hobby of shopping for baby clothes. When @ preloved1402 sells best-selling children's baby clothes, @ preloved1402 starts an order for 6 pcs of baby clothes at the convection to sell after that it increases to 12 pcs. Then @ preloved1402 started looking for convection and ordered 50 pcs of clothes. @ Preloved1402 established an online business and started selling from 2017 on May 5 and until December 2019 Instagram @ preloved1402 with 44 thousand followers and every day, the order package @ preloved1402 packs at least 20 packages and at most 50 packages per day. The purpose of this research is to study the effect of sustainable marketing governance on purchasing decisions by consumers in online businesses. Proxies of marketing governance used are celebrity endorsement and advertising. This study used a quantitative method. His research place is Instagram @ preloved1402. The population in this study were Instagram customers @ preloved1402 in the Jabodetabek area. Average purchase data for 6 months with a total number of buyers 156. The research data is primary data. To determine the number of samples used from the entire population, researchers used the Slovin formula. Based on the Slovin formula, the sample size is 113 samples. The sample selection was done purposively. Collecting data using online questionnaires, with a Likert scale of 1 to 4. The sample is transactions in 2020. The results show that celebrity endorsement has a positive effect on purchasing decisions with a sig value of 0.000 ≤ (0.05), but the advertising variable has no effect on purchasing decisions with a sig value of 0.351 (> 0.05)