Memetakan Pengaruh Strategi Digital Marketing: Efektivitas Influencer dan Online Customer Review dalam Mendorong Keputusan Pembelian Wardah di Shopee

Syifa Fauziya; Anastasia Br Surbakti; Sabbatun Nabilla; Triana Setiyarini

doi:10.61132/manuhara.v4i4.2882

Authors

Syifa Fauziya Universitas Trunojoyo Madura
Anastasia Br Surbakti Universitas Trunojoyo Madura
Sabbatun Nabilla Universitas Trunojoyo Madura
Triana Setiyarini Universitas Trunojoyo Madura

DOI:

https://doi.org/10.61132/manuhara.v4i4.2882

Keywords:

E-Commerce, Influencer Marketing, Online Customer Review, Purchase Decision, Wardah

Abstract

This study aims to analyze the effect of digital marketing strategies through influencer marketing and online customer reviews on purchase decisions for Wardah products on Shopee. The growth of e-commerce has encouraged cosmetic companies to implement digital marketing strategies to attract consumers and influence purchasing behavior. This study used a quantitative approach with multiple linear regression analysis. The respondents were 109 Management 23 students at UTM who met the criteria as Shopee users and Wardah consumers. Data were collected through questionnaires and analyzed to examine the partial and simultaneous effects of influencer marketing and online customer reviews on purchase decisions. The results showed that influencer marketing had a positive and significant effect on purchase decisions, with a regression coefficient of β = 0.251 and p = 0.009 < 0.05. Meanwhile, online customer reviews did not have a significant effect, with β = 0.144 and p = 0.127 > 0.05. Simultaneously, both variables significantly influenced purchase decisions with an R² value of 9.5%. These findings indicate that influencer marketing has a stronger role than online customer reviews in influencing Wardah consumers on Shopee.

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