Syasa Anbar Pratiwi 2026. Analysis of External Factors Affecting Purchasing Decisions of Scarlett Whitening Products Through the Shopee Platform Using the PESTEL Model : A Study of Students at the University of Sumatera Utara, Medan. International Journal of Economics and Management Research. 5, 1 (Jan. 2026), 490–509. DOI:https://doi.org/10.55606/ijemr.v5i1.685.