Pengaruh Beauty Influencer, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembeelian Produk Skincare Npure Face Toner
DOI:
https://doi.org/10.56444/cideajournal.v3i1.1836Keywords:
Beauty Influencer, Online Customer Review, Online Customer Rating, Purchase DecisionAbstract
Beauty influencers on social media are key in increasing visibility and sales of beauty products, besides that online customer reviews and online customer ratings also influence purchasing decisions. The purpose of this study is to determine whether beauty influencers, online customer reviews, and online customer ratings on purchasing decisions for Npure Face Toner skincare products. The study design applied is quantitative with an associative approach to analyze the relationship between these variables. The participants in this study consisted of 100 respondents who live in East Surabaya. Sampling using non-probability techniques. The results of this study indicate that partially and simultaneously beauty influencers, online customer reviews, and online customer ratings have a positive and significant influence on purchasing decisions for Npure Face Toner skincare products. This study indicates the importance of digital marketing strategies involving beauty influencers and active management of customer reviews and ratings to increase sales of Npure Face Toner skincare products. Recommendations for the company include increased promotional campaigns involving beauty influencers and responsiveness to customer reviews to increase customer satisfaction.References
Alfitri, Z., & Zakiy, M. (2019). The effect of beauty influencer, lifestyle, brand image, and halal labelization towards halal cosmetical purchasing decisions. Jurnal Ekonomi dan Bisnis Islam (Journal of Islamic Economics and Business), 5(2), 168. https://doi.org/10.20473/jebis.v5i2.14704
Daulay, N. (2019). Pengaruh online customer review, dan online customer rating terhadap keputusan pembelian melalui marketplace Shopee.
Istiqomah, M., & Marlena, N. (2020). Pengaruh promo gratis ongkos kirim dan online customer rating terhadap keputusan pembelian produk fashion. Jurnal Manajemen, 12(2), 288–298.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Boston: Pearson Education.
Kusuma, A. C., Listyorini, S., & Hadi, S. P. (2022). Pengaruh persepsi harga, brand image, dan electronic word of mouth (e-WOM) terhadap keputusan pembelian (studi pada konsumen Emina Cosmetics di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 11(1), 118–126. https://doi.org/10.14710/jiab.2022.33528
Pakan, E. D., & Purwanto, S. (2022). Pengaruh beauty influencer dan kualitas produk terhadap keputusan pembelian produk facial wash Garnier di Surabaya. Science Journal of Reflective Economics, Accounting, Management, and Business, 5(3), 764–772. https://doi.org/10.37481/sjr.v5i3.535
Purwanto, N. (2021). Pengaruh e-trust dan online consumer review terhadap keputusan pembelian (studi pada konsumen Tokopedia di Jombang). Jurnal EK&BI, 4, 2620–7443. https://doi.org/10.37600/ekbi.v4i2.357
Putri, O. M., & Wijaksana, T. I. (2021). Pengaruh online customer review dan online customer rating terhadap purchase decision pada konsumen produk Wardah melalui marketplace Shopee. Jurnal e-Proceeding Manajemen, 8(5), 6394–6403.
Wulandari, H. P., & Subandiyah, A. E. (2022). Pengaruh ulasan produk, harga dan pembayaran non tunai (Shopee paylater) terhadap keputusan pembelian pada market place Shopee di Yogyakarta. Jurnal Bisnis, Manajemen, dan Akuntansi, 9(2), 80. https://doi.org/10.54131/jbma.v9i2.138
