THE INFLUENCE OF INFLUENCER MARKETING, CONTENT QUALITY AND SHOPEE E-COMMERCE ONLINE REVIEWS ON THE PURCHASE DECISION OF THE 3SECOND BRAND

Faizal Nursamsi, Akhmad Suharto, Ira Puspitadewi Samsuryaningrum

Abstract


Business people are required to provide better innovation, so that fashion trends always develop. In today's society, people are required to keep up with current developments in the fashion sector so that they are seen as cool and confident in their social circle. This research aims to determine and analyze the influence of Influencer Marketing, Content Quality and Shopee E-Commerce Online Reviews on Purchasing Decisions at the 3second Brand, Jember Regency. This type of research uses quantitative methods with a sample size of 90 respondents and uses non-probability sampling techniques with purposive sampling techniques, using data collection techniques in the form of questionnaires to respondents. The data analysis techniques for this research use instrument testing, classical assumptions, multiple linear regression, hypothesis testing and the coefficient of determination R2. The analysis results obtained show that influencer marketing, product quality and online reviews have a significant influence both partially and simultaneously on purchasing decisions at the 3second Brand in Jember Regency.

Full Text:

PDF

References


Adha, A., & Subambang, S. (2023). Pengaruh Online Customer Review, Influencer Marketing, Dan Kualitas Website Terhadap Keputusan Pembelian Online Shop Shopee Pada Mahasiswa Sekolah Tinggi Ilmu Ekonomi Graha Kirana. Jurnal Manajemen Ekonomi Dan Bisnis, 1(2), 62–75. Https://Doi.Org/10.61715/Jmeb.V1i2.13

Agung Tri Wahyudi, & Awin Mulyati. (2023). Pengaruh Influencer Marketing Dan Online Customer Review Terhadap Keputusan Pembelian Produk Fashion Melalui Marketplace Shopee. Jurnal Articel, 2(2), 1–14.

Amin, D. E. R., & Fikriyah, K. (2023). Pengaruh Live Streaming Dan Online Customer Review Terhadap Keputusan Pembelian Produk Fashion Muslim. Jurnal Edunomika, 07(01), 1–11. Https://Jurnal.Stie-Aas.Ac.Id/Index.Php/Jie/Article/View/8056

Anggoro Wilis, R., & Faik, A. (2022). Effect Of Digital Marketing, Influencer Marketing And Online Customer Review On Purchase Decision: A Case Study Of Cake Shop “Lu’miere.” Petra International Journal Of Business Studies, 5(2), 155–162. Https://Doi.Org/10.9744/Ijbs.5.2.155-162

Anisah, Handrijaningsih, L., & Wibisono, S. M. T. . Dan B. S. (2021). Faktor-Faktor Yang Keputusan Pembelian Pada Marketplace Shopee. 15(April), 58–66.

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

Ayesha, I., Pratama, I. W. A., Hasan, S., Amaliyah, Effendi, N. I., Yusnanto, T., Diwyarthi, N. D. M. S., Utami, R. D., Firdaus, A., Mulyana, M., Fitriana, Norhidayati, & Egim, A. S. (2022). Digital Marketing (Tinjauan Konseptual). In Pt. Global Eksekutif Teknologi.

Aziz, M. C., & Halik, A. (2024). Pengaruh Influencer Marketing, Price Discount Dan Online Customerreview Terhadap Minat Beli Produk Fashion Di E-Commerce Pada Mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945surabaya. Neraca Manajemen, Ekonomi, 7(6).

Dhani, V. R., Retno Hutami, W., Utami, P., Sesariya, F. V., Widianto, J. W., & Rahadhini, D. (2023). Analisis Pengaruh Promosi Dan Online Customer Review Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Shopee Di Surakarta. Jambura, 6(2), 654–661. Http://Ejurnal.Ung.Ac.Id/Index.Php/Jimb

Ferdinand. (2015). Metode Penelitian Manajemen Dengan Sem : Pedoman Penelitian Skripsi, Tesis Dan Disertasi Ilmu Manajemen. Universitas Diponegoro Semarang.

Indriyani, N. K. S. R., Sucandrawati, N. L. K. A. S., & Laksmi, N. P. A. D. (2022). Kualitas Konten Digital Marketing Dan Pengaruhnya Terhadap Brand Image Dan Keputusan Pembelian Konsumen Di Kota Denpasar. Koloni: Jurnal Multidisiplin Ilmu, 1(3), 816–822.

Jason, I. N., & Slamet, F. (2024). Dampak Advertising, Influencer, Dan Ulasan Online Terhadap Keputusan Pembelian Shopee Di Jakarta Barat. 06(03), 793–802.

Lugra Agusta Pranawa, I. P., & Abiyasa, A. P. (2019). Digital Marketing Dan Hedonisme Dalam Pengambilan Keputusan Pembelian. Jurnal Manajemen Bisnis, 16(4), 58.

Muhammad Fachmi, & Sinau, H. (2022). The Effect Of Online Costumer Reviews And Influencer Marketing On Shopee Purchasing Decisions. Terbuka Journal Of Economics And Business, 3(2), 44–52. Https://Doi.Org/10.33830/Tjeb.V3i2.4206

Nurvajri Tr, C., Yunus, M., & Chan, S. (2022). The Effect Of Content Marketing And Social Media Influencer On Customer Satisfaction And Their Impact On Online Repurchase Intention During The Covid-19 Pandemic. International Journal Of Scientific And Management Research, 05(06), 156–168. Https://Doi.Org/10.37502/Ijsmr.2022.5614

Putri, N. W. A. P. A. Y., & Sharif, O. O. (2021). Pengaruh Influencer Terhadap Engagement, Expected Value Dan Purchase Intention: Studi Pada Pelanggan Tokopedia. E-Procedding Of Management, 8(4), 3228–3234.

Sahripah, N., & Barata, F. A. (2024). Pengaruh Influencer, Content Marketing Dan E-Wom Terhadap Keputusan Pembelian Di Tiktok Shop Pada Generasi Z Universitas 17 Agustus 1945 Surabaya. Neraca Manajemen, 6(10).

Salsa Febriantari, D., Herman Mulyono, L. Edy, & Mujahid Dakwah, M. (2023). Vol 2 No.3 Sept Pengaruh Influencer Marketing, Applicatison Quality Dan Online Customer Review Terhadap Kecepatan Keputusan Pembelian Konsumen Gen-Z Melalui Shopee. Jurnal Riset Pemasaran, 2(3), 1–9. Https://Doi.Org/10.29303/Jrp.V2i3.3273

Sari, Dyah Kumala, & Paludi, S. (2020). Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Promosi Terhadap Kepuasan Pelanggan Di Restoran Uccello Dyah Kumala Sari 1 , Salman Paludi 2 Mahasiswa Stein Jakarta 1 , Dosen Stein Jakarta 2. Majalah Ilmiah Panorama Nusantara, 15(1).

Setia Pratama, A., Ilham, R., Sutomo, S., Hermawan, A., & Wisnu Wardhana, L. (2024). The Effects Of Social Media Content, Influencer Marketing And Customer Reviews On Purchasing Decisions. International Journal Of Science, Technology & Management, 5(2), 485–489. Https://Doi.Org/10.46729/Ijstm.V5i2.990

Sugiyono. (2018). Metode Penelitian Kuantitatif (1st Ed.). Alfabeta, 2018.

Surur, R. &. (2024). Influencer Marketing , Online Customer Review ,. 07.

Sutardjo, S., Mandey, S. L., Ch, M., & Raintung, . . (2020). The Influence Of Lifestyle, Word Of Mouth And Endorsement On Purchasing Decisions At Gloriusgloriuss Store Manado. Jurnal Emba, 8(4), 90–99.

Verawaty, V., & Seran, Y. P. (2023). The Influence Of Social Marketing Media And Digital Influencers On Fashion Purchase Decisions Through Customer Reviews On The Shopee Marketplace. Jurnal Economic Resource, 6(2), 375–386. Https://Doi.Org/10.57178/Jer.V6i2.705

Wahyuni, N. (2024). Effect Of Influencer Marketing And Online Customer Review On Online Purchasing Decisions ( Case Study On Generation Z As Shopee Users In Karawang Regency ). 3, 1–11.

Waluyo, A. (2022). Pengaruh Customer Review Dan Influencer Terhadap Keputusan Pembelian Di Online Shop Shopee Dengan Minat Beli Sebagai Variabel Intervening. Srikandi: Journal Of Islamic Economics And Banking, 1(2), 103–112. Https://Doi.Org/10.25217/Srikandi.V1i2.2027

Wiratna Sujarweni, V. (2014). Metodologi Penelitian : Lengkap, Praktis, Dan Mudah Dipahami/V. Wiratna Sujarweni (Cetakan Pe). Yogyakarta : Pustaka Baru Press, 2014.




DOI: http://dx.doi.org/10.31000/combis.v7i1.13443

Article Metrics

Abstract - 485 PDF - 824

DOI (PDF): http://dx.doi.org/10.31000/combis.v7i1.13443.g6042

Refbacks

  • There are currently no refbacks.



This journal has been indexed in:


googleGarudacrossrefdimention

Tools


        

Office:
Editor of Jurnal Comparative; Ekonomi dan Bisnis UMT, Building F, 3rd Floor, Faculty of Economics and Business, Universitiy Of Muhammadiyah Tangerang
Jl. Perintis Kemerdekaan I No.33, RT.007/RW.003, Babakan, Cikokol, Kec. Tangerang, Kota Tangerang, Banten 15118

Wa: 08567312111 (Galuh), 085716034977 (Eky)
Email: dynamic@gmail.com 

Jurnal Comparative: Ekonomi dan Bisnis © 2021 is licensed under CC BY-SA 4.0