Syasa Anbar Pratiwi. 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. Ijemr [Internet]. 2026 Jan. 14 [cited 2026 Jan. 20];5(1):490-509. Available from: https://ijemr.asia/index.php/ijemr/article/view/685