The Role of Purchase Intention in Mediating the Effect of Customer Review, Influencer Marketing, and Brand Awareness on Purchase Decisions

Ede Ramadhin Setyawanatra; Hadiah Fitriyah; Sriyono Sriyono

doi:10.38035/dijemss.v6i3.4062

Authors

Ede Ramadhin Setyawanatra Universitas Muhammadiyah Sidoarjo, Indonesia
Hadiah Fitriyah Universitas Muhammadiyah Sidoarjo, Indonesia
Sriyono Sriyono Universitas Muhammadiyah Sidoarjo, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v6i3.4062

Keywords:

Customer Reviews, Influencer Marketing, Brand Awareness, Purchase Interest, Purchase Decision

Abstract

Social media marketing strategies, customer reviews, and influencer marketing have influenced consumer behavior in purchasing products, particularly in the case of MS Glow cosmetic products, which experienced a decline in sales due to issues regarding the safety of the products. The purpose of this study is to investigate the influence of customer reviews, influencer marketing, and brand awareness on increasing consumer purchase intention, which can then affect the purchase decision on MS Glow cosmetic products. This research employed a quantitative research technique based on positivist ideology using multiple linear regression methods, where the object of the research is the official Shopee MS Glow Indonesia online store, with a population comprising all customers who have purchased MS Glow items through the internet, and a sample size of 100 people calculated using the Lemeshow formula, with primary data sources collected through the distribution of Google Form questionnaires. The research results show that customer reviews, influencer marketing, and brand awareness have a significant influence on purchase decisions, both directly and through purchase intention as a mediating variable. Customer reviews show a positive influence on purchase intention and purchase decisions, although there are indications of an unusual relationship that requires further investigation. Influencer marketing has been proven to have a strong positive impact on purchase intention and purchase decisions, while brand awareness also shows a significant positive influence on purchase intention and purchase decisions. Analysis of indirect effects through purchase intention shows a positive and significant effect of customer reviews, influencer marketing, and brand awareness on purchase decisions, emphasizing the importance of an integrated marketing strategy that considers all these aspects to increase purchase intention and ultimately drive purchase decisions.

References

Amalia, K., & Nurlinda, R. A. (2022). Pengaruh influencer marketing dan online customer review terhadap purchase intention melalui perceived value produk serum somethinc. Sibatik Journal: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan, 1(11), 2383–2398. https://doi.org/10.54443/sibatik.v1i11.353

Aprilia, A., & Muzdalifah, L. (2023). Peran trust dalam memediasi antara viral marketing dan celebrity endorse terhadap purchase decision pada produk Ms. Glow (studi kasus di Shopee justmsglow). Jurnal Manajemen STIE Muhammadiyah Palopo, 9(2), 274–287. http://dx.doi.org/10.35906/jurman.v9i2.1778

Az-Zahra, P., & Sukmalengkawati, A. (2022). Pengaruh digital marketing terhadap minat beli konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 2008–2018. https://doi.org/10.31955/mea.v6i3.2573

Darayani, A., & Saryadi, S. (2016). Pengaruh brand awareness, brand association dan advertising effectiveness terhadap peputusan pembelian produk smartphone Samsung (studi kasus mahasiswa S1 Universitas Diponegoro). Jurnal Ilmu Administrasi Bisnis, 5(3), 1–6. https://doi.org/10.14710/jiab.2016.11991

Dzulqarnain, I. (2019). Pengaruh fitur online customer review terhadap keputusan pembelian produk pada marketplace Shopee [Skripsi, Univeritas Jember]. Repository Universitas Jember. https://repository.unej.ac.id/handle/123456789/93165

Ferdinand, A. (2016). Metode penelitian manajemeu: Pedoman penelitian untuk skripsi, tesis, disertasi ilmiah manajemen. Universitas Diponegoro.

Finolda, F., & Padmalia, M. (2019). The analysis of consumers’ purchasing factors on boga service start-up. Jurnal Entrepreneur dan Entrepreneurship, 8(1), 25–32. https://doi.org/10.37715/jee.v8i1.1114

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh influencer marketing terhadap keputusan pembelian (studi pada Elzatta Hijab Garut). Prismakom, 18(1), 33–38.

Lombok, V. V., & Samadi, R. L. (2022). Pengaruh brand image, brand trust dan digital marketing terhadap keputusan pembelian konsumen pada produk Emina (studi kasus pada mahasiswa Universitas Sam Ratulangi). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 953–964. https://doi.org/10.35794/emba.v10i3.43524

Mandal, P., & Joshi, N. (2016). Understanding Digital Marketing - Theories and Strategies. International Research journal of Management Science and Technology, 7(9), 50-60.

Mulyanto, J. J. (2019). Pengaruh brand awareness dan kualitas produk terhadap minat beli pokpiah surabaya di Wilayah Surabaya Barat. Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis, 4(1), 180–187. https://doi.org/10.37715/jp.v4i1.1515

Narayana, K., & Rahanatha, G. (2020). Peran brand image memediasi social media marketing terhadap keputusan pembelian. E-Jurnal Manajemen, 9(5), 1962–1982. https://doi.org/10.24843/EJMUNUD.2020.v09.i05.p16

Novianti, N., & Saputra, A. (2023). Pengaruh kualitas produk, minat beli dan perilaku konsumen terhadap keputusan pembelian di Minimarket Victoria Tiban. eCo-Buss, 6(1), 66–78. https://doi.org/10.32877/eb.v6i1.656

Nuraisah, N. (2021). Pengaruh brand awareness dan brand image terhadap keputusan pembelian pasta gigi Sensodyne dalam perspektif bisnis syariah (studi kasus pada konsumen Sensodyne di Kabupaten Lampung Barat) [Doktoral Disertasi, Universitas Islam Negeri Raden Intan Lampung]. Repository Raden Intan. https://repository.radenintan.ac.id/16519/

Nurhasanah, N., Febriyani, Z. P., & Purwanto, S. K. (2023). Pengaruh brand ambassador dan social media ads terhadap purchase intention melalui brand image produk skincare ms glow. Jurnal Riset Ekonomi dan Bisnis, 16(2), 156–175. http://dx.doi.org/10.26623/jreb.v16i2.6466

Patmawati, D., & Miswanto, M. (2022). The effect of social media influencers on purchase intention: the role brand awareness as a mediator. International Journal of Entrepreneurship and Business Management, 1(2), 170–183. https://doi.org/10.54099/ijebm.v1i2.374

Pratiwi, F. W., & Curatman, A. (2023, Agustus). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian. Prosiding 8th Management Dynamics Conference 8 (Vol. 8, No. 1, hlm. 786–795). Makasar, Indonesia.

Ramadayanti, F. (2019). Peran brand awereness terhadap keputusan pembelian produk. Jurnal Studi Manajemen dan Bisnis, 6(2), 111–116. https://doi.org/10.21107/jsmb.v6i2.6690

Sari, S. P. (2020). Hubungan minat beli dengan keputusan pembelian pada konsumen. Psikoborneo: Jurnal Ilmiah Psikologi, 8(1), 147–155. http://dx.doi.org/10.30872/psikoborneo.v8i1.4870

Sekar, K. (2023). Pengaruh influencer marketing terhadap minat beli produk kimka hijab di media sosial Instagram. Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan, 1(6), 205–210. https://doi.org/10.61132/maeswara.v1i6.395

Smuda, C. (2018). Influencer marketing. A Measurement instrument to determine the credibility of influencers: Revealing the effect of specific factors on consumers’ product preferences and buying decisions. GRIN Verlag.

Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Waluyo, A., & Trishananto, Y. (2022). Customer review dan influencer terhadap keputusan pembelian dengan variabel minat beli sebagai variabel intervening. Journal of Islamic Economics and Banking, 1(2), 103–112.

Winadi, J. S. (2017). Hubungan word of mouth dengan brand awareness teh kotak. Jurnal E-Komunikasi, 5(1).