Pengaruh Influencer Marketing, Online Review, Dan Brand Image Terhadap Keputusan Pembelian Produk Skincare Glad2glow Pada Platform Shopee (Studi Kasus Mahasiswa Universitas Islam Malang)

Abstract

Abstract

Digital technological developments in Indonesia have brought significant changes in consumption patterns and consumer shopping behavior.This study was conducted to determine and analyze the influence of influencer marketing, online reviews, and brand image on purchasing decisions for Glad2Glow skincare products on the Shopee platform. This type of research uses a quantitative approach. The population in this study were students who had purchased Glad2Glow skincare products on the Shopee platform at least once at the Islamic University of Malang. The sampling technique used purposive sampling with a sample of 100 respondents. Data were obtained from a questionnaire using a Likert scale. Data analysis of this study used multiple linear regression analysis. The results show that influencer marketing, online reviews, and brand image simultaneously influence purchasing decisions and each independent variable, influencer marketing, online reviews, and brand image have a positive and significant effect on purchasing decisions.

Keywords: Influencer Marketing, Online Review, Brand Image, Purchase Decision