DOI of the published article https://doi.org/10.55826/jtmit.v4i4.1306
The Influence of Influencer Marketing, Online customer reviews and Brand Image on Purchasing Decisions for Scarlett Whitening Products on Shopee
Pengaruh Influencer Marketing , Online customer review dan Brand Image Terhadap Keputusan Pembelian Produk Scarlett Whitening di Shopee
DOI:
https://doi.org/10.21070/ups.9715Keywords:
Influencer Marketing, Online Consumer Review, Brand Image, Purchasing DecisionsAbstract
This study aims to analyze the influence of InfluencerMarketing,Online Customer Reviews,and Brand Image on purchasing decisions for Scarlett Whitening products on Shopee.The research background is driven by the rapid growth of online shopping trends and the increasing role of digital media in shaping consumer behavior.The study employs a quantitative method with a survey of 150 respondents in East Java who have purchased Scarlett Whitening products via Shopee. Data were analyzed using SmartPLS 3.0 software.The results indicate that all three independent variables have a positive and significant effect on purchasing decisions, with an R-Square value of 0.788.This means that 78.8% of the variation in purchasing decisions can be explained by Influencer Marketing, Online Customer Reviews, and Brand Image. Influencers enhance consumer trust, online reviews provide credible product insights, and Brand Image strengthens customer loyalty.This study emphasizes the importance of integrated digital marketing strategies in shaping purchasing decisions in the e-commerce era.
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