Pengaruh Influencer Marketing dan Ulasan Pelanggan Daring Terhadap Keputusan Pembelian

Irvandi W. Ombuh; Agnes P. Tumuju; Joy Prabowo; Viola Kairupan; Vicky Najoan

doi:10.59086/jam.v4i2.1050

Authors

Irvandi W. Ombuh Universitas Negeri Manado
Agnes P. Tumuju Universitas Negeri Manado
Joy Prabowo Universitas Negeri Manado
Viola Kairupan Universitas Negeri Manado
Vicky Najoan Universitas Negeri Manado

DOI:

https://doi.org/10.59086/jam.v4i2.1050

Keywords:

Digital Marketing, Influencer Marketing, Online Customer Reviews, Purchasing Decisions

Abstract

Industri kosmetik di Indonesia mengalami pertumbuhan signifikan yang didorong oleh kemajuan teknologi digital dan perubahan perilaku konsumen. Scarlett Whitening, sebagai merek kosmetik lokal, memanfaatkan strategi influencer marketing dan ulasan pelanggan daring untuk menjangkau target pasar. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing dan ulasan pelanggan daring terhadap keputusan pembelian produk Scarlett Whitening di Manado. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei cross-sectional terhadap 100 responden yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner terstruktur dan dianalisis dengan regresi linear berganda. Hasil analisis regresi menunjukkan bahwa influencer marketing (β = 0,342, p < 0,05) dan ulasan pelanggan daring (β = 0,398, p < 0,05) berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, kedua variabel ini menjelaskan 48,5% variasi dalam keputusan pembelian (R² = 0,485, F = 45,623, p < 0,05). Dari hasil penelitian ini, dapat disimpulkan bahwa influencer marketing dan ulasan pelanggan daring merupakan faktor determinan dalam keputusan pembelian produk Scarlett Whitening. Ulasan pelanggan daring menunjukkan pengaruh yang lebih kuat, yang mengimplikasikan pentingnya manajemen ulasan dalam strategi pemasaran digital.

The cosmetic industry in Indonesia has experienced significant growth driven by advancements in digital technology and changes in consumer behavior. Scarlett Whitening, as a local cosmetic brand, leverages influencer marketing strategies and online customer reviews to reach its target market. This study aims to analyze the influence of influencer marketing and online customer reviews on purchasing decisions for Scarlett Whitening products in Manado. A quantitative approach was employed using a cross-sectional survey design involving 100 respondents selected through purposive sampling. Data were collected using a structured questionnaire and analyzed using multiple linear regression. The regression analysis results show that influencer marketing (β = 0.342, p < 0.05) and online customer reviews (β = 0.398, p < 0.05) have a positive and significant effect on purchasing decisions. Simultaneously, these two variables explain 48.5% of the variation in purchasing decisions (R² = 0.485, F = 45.623, p < 0.05). Based on these findings, it can be concluded that influencer marketing and online customer reviews are determinant factors in the purchasing decisions of Scarlett Whitening products. Online customer reviews show a stronger influence, implying the importance of review management in digital marketing strategies.

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