PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION
Abstract
Teknologi internet meningkatkan ketertarikan masyarakat untuk melakukan pembelian secara online, peluang baru dalam pemasaran digital sangat dipengaruhi oleh internet dan media social. Konsumen lebih mencari produk dan layanan secara online karena mereka menjadi lebih terhubung dengan internet. Penelitian ini dilakukan dengan tujuan untuk menguji pengaruh influencer marketing dan online customer review terhadap purchase intention pada pengguna kosmetik Maybelline di Kota Semarang. Penelitian ini menggunakan pendekatan kuantitatif dengan sampel yang diambil adalah 100 responden dengan teknik purposive sampling yang memiliki kriteria orang-orang yang pernah menggunakan e-commerce, serta pernah menggunakan produk kosmetik Maybelline. Penelitian ini diolah menggunakan SPSS, dengan metode pengumpulan data dengan kuesioner menggunakan google form. Hasil penelitian ini menunjukan bahwa influencer marketing dan online customer review berpengaruh positif dan signifikan terhadap purchase intention konsumen pada produk kosmetik Maybelline.
Keywords:
Influencer Marketing, Online Customer Review, Purchase Intention
References
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Josephine Jesslyne Helbert, I. G. S. P. A. (2021). PENGARUH CELEBRITY ENDORSEMENT VS. INFLUENCER ENDORSEMENT VS. ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION PADA PRODUK SKINCARE. Jurnal Ekonomi Dan Bisnis, Vol. 8 No. 2, 2503–4413.
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Lengkawati, Arti Sukma, & Taris Qistan Saputra. (2021). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian (Studi Pada Elzatta Hijab Garut). Prismakom, 18.1: 33-38.
Liang, H. L., & Lin, P. I. (2018). Influence of multiple endorser-product patterns on purchase intention: An interpretation of elaboration likelihood model. International Journal of Sports Marketing and Sponsorship, 19(4), 415–432. https://doi.org/10.1108/IJSMS-03-2017-0022
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
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R.A. Nurlinda. (2018). 5.-Model-Purchase-Intention-Sebagai-Intervening-Variable-Dari-Kepercayaan-Kemudahan-dan-Kualitas-Informasi-Terhadap-Keputusan-Pembelian-di-Online-Shop. Forum Ilmiah, Volume 15 Nomor 1.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sutanto, M. A., & Aprianingsih, A. (2016). THE EFFECT OF ONLINE CONSUMER REVIEW TOWARD PURCHASE INTENTION: A STUDY IN PREMIUM COSMETIC IN INDONESIA. www.frobes.com,
Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75. https://doi.org/10.1016/j.jretconser.2023.103506
Zhong, G. (2019). E-Commerce Consumer Privacy Protection Based on Differential Privacy. Journal of Physics: Conference Series, 1168(3). https://doi.org/10.1088/1742-6596/1168/3/032084
Akbar, A. R., Kalis, M. C. I., Afifah, N., Purmono, B. B., & Yakin, I. (2023). The Influence of Product Packaging Design and Online Customer Review on Brand Awareness and Their Impact on Online Purchase Intention. South Asian Research Journal of Business and Management, 5(1), 10–18. https://doi.org/10.36346/sarjbm.2023.v05i01.002
Amoroso, D. L., Roman, F. L., & Morco, R. (2016). E-Commerce Online Purchase Intention. In Encyclopedia of E-Commerce Development, Implementation, and Management (pp. 1610–1626). IGI Global. https://doi.org/10.4018/978-1-4666-9787-4.ch114
Arief, M. (2021). Enrichment: Journal of Management. Enrichment: Journal of Management, 11(2). www.enrichment.iocspublisher.org
Arief, M., Mustikowati, R. I., & Chrismardani, Y. (2023). Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews. LBS Journal of Management & Research, 21(1), 81–99. https://doi.org/10.1108/lbsjmr-09-2022-0052
Arti Sukma Lengkawati Taris Qistan Saputra. (2021). PENGARUH INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA ELZATTA HIJAB GARUT). Prismakom, 18 No 1.
Asan, K. (2022). Measuring the impacts of travel influencers on bicycle travellers. Current Issues in Tourism, 25(6), 978–994. https://doi.org/10.1080/13683500.2021.1914004
Bakti, U., & Septijantini Alie, M. (2020). Pengaruh Kualitas Pelayanan, Produk dan Harga Terhadap Minat Beli Pada Toko Online Lazada di Bandar Lampung. In Jurnal Ekonomi (Vol. 22, Issue 1). https://mediakonsumen.com/2018/05/14/sur
Bi, N. C., Zhang, R., & Ha, L. (2019). Does valence of product review matter?: The mediating role of self-effect and third-person effect in sharing YouTube word-of-mouth (vWOM). Journal of Research in Interactive Marketing, 13(1), 79–95. https://doi.org/10.1108/JRIM-04-2018-0049
Bougenvile, A., & Ruswanti, E. (2017). Brand Equity on Purchase Intention Consumers’ Willingness to Pay Premium Price Juice. IOSR Journal of Economics and Finance, 08(01), 12–18. https://doi.org/10.9790/5933-0801031218
De Veirman, M. (2017). MARKETING THROUGH INSTAGRAM INFLUENCERS: IMPACT OF NUMBER OF FOLLOWERS AND PRODUCT DIVERGENCE ON BRAND ATTITUDE.
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
Filipa, J., & Moreira, S. (2021). Influencer Marketing The Effect of Influencer Credibility on Attitude towards the Influencer-Brand Collaboration and Purchase Intention.
Ghozali. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS (Ghozali, Ed.; 9th ed.). Badan Penerbit Universitas Diponegoro.
Gigieh Giri Putra Prianika, & Eka Bertuah. (2023). The Effect of Rating, Online Consumer Review and Sales Promotion on Purchase Intention on the Gofood Application. Formosa Journal of Sustainable Research, 2(3), 565–590. https://doi.org/10.55927/fjsr.v2i3.3477
Gotama, G., & Rindrayani, S. R. (2022). PENGARUH LITERASI DIGITAL DAN LITERASI EKONOMI TERHADAP PERILAKU PEMBELIAN IMPULSIF MELALUI ONLINE SHOP PADA MAHASISWA PROGAM STUDI PENDIDIKAN EKONOMI UNIVERSITAS BHINNEKA PGRI TULUNGAGUNG.
Iffah, Q., Farouk, U., & Nugroho, J. (2022). Influence of Influencer Marketing Strategy and Online Customer Reviews on Purchase Intention of Sociolla Customer (Case Study on AB Students at Polines 2018-2019). In Jurnal JOBS (Vol. 8, Issue 2). https://jurnal.polines.ac.id/index.php/jobs
Iskamto, D., & Rahmalia, K. F. (2023). Customer Review, Influencer Endorsement, and Purchase Intention: The Moderating Role of Brand Image. Shirkah: Journal of Economics and Business, 8(3), 234–251. https://doi.org/10.22515/shirkah.v8i3.601
Jeong, H. J., & Koo, D. M. (2015). Volunteering as a mechanism to reduce guilt over purchasing luxury items. Journal of Product and Brand Management, 24(7), 758–769. https://doi.org/10.1108/JPBM-01-2015-0784
Josephine Jesslyne Helbert, I. G. S. P. A. (2021). PENGARUH CELEBRITY ENDORSEMENT VS. INFLUENCER ENDORSEMENT VS. ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION PADA PRODUK SKINCARE. Jurnal Ekonomi Dan Bisnis, Vol. 8 No. 2, 2503–4413.
Kotler, P., & Kevin Lane Keller. (2016). Manajemen Pemasaran (12th ed.). PT. Indeks.
Lengkawati, Arti Sukma, & Taris Qistan Saputra. (2021). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian (Studi Pada Elzatta Hijab Garut). Prismakom, 18.1: 33-38.
Liang, H. L., & Lin, P. I. (2018). Influence of multiple endorser-product patterns on purchase intention: An interpretation of elaboration likelihood model. International Journal of Sports Marketing and Sponsorship, 19(4), 415–432. https://doi.org/10.1108/IJSMS-03-2017-0022
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Mudambi, S. M., & Schuff, D. (2010). What makes a helpful online review? A study of customer reviews on amazon.com. In MIS Quarterly: Management Information Systems (Vol. 34, Issue 1, pp. 185–200). University of Minnesota. https://doi.org/10.2307/20721420
Purnamaningsih, P., & Rizkalla, N. (2020). The Role of Parasocial Interaction on Consumers’ Intention to Purchase Beauty Products. Revista CEA, 6(12), 13–27. https://doi.org/10.22430/24223182.1617
R.A. Nurlinda. (2018). 5.-Model-Purchase-Intention-Sebagai-Intervening-Variable-Dari-Kepercayaan-Kemudahan-dan-Kualitas-Informasi-Terhadap-Keputusan-Pembelian-di-Online-Shop. Forum Ilmiah, Volume 15 Nomor 1.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sutanto, M. A., & Aprianingsih, A. (2016). THE EFFECT OF ONLINE CONSUMER REVIEW TOWARD PURCHASE INTENTION: A STUDY IN PREMIUM COSMETIC IN INDONESIA. www.frobes.com,
Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75. https://doi.org/10.1016/j.jretconser.2023.103506
Zhong, G. (2019). E-Commerce Consumer Privacy Protection Based on Differential Privacy. Journal of Physics: Conference Series, 1168(3). https://doi.org/10.1088/1742-6596/1168/3/032084
Published
2024-07-01
How to Cite
Sari, A. G., & Aquinia, A. (2024). PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 7(2), 1353-1363. https://doi.org/https://doi.org/10.36778/jesya.v7i2.1532
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
