Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 2 (2026): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION DI PLATFORM SHOPEE PADA PRODUK MARINA

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  • Syifa Khairiyah Azzahra,
  • Dita Puruwita,
  • Nadya Fadillah Fidhyallah
Syifa Khairiyah Azzahra
Universitas Negeri Jakarta
Dita Puruwita
Universitas Negeri Jakarta
Nadya Fadillah Fidhyallah
Universitas Negeri Jakarta

Published 2026-01-23

Keywords

  • Influencer Marketing, Online Customer Review, Purchase Decision, Shopee, Marina

How to Cite

PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION DI PLATFORM SHOPEE PADA PRODUK MARINA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(2), 4081-4090. https://cibjournal.com/index.php/musytari/article/view/7060

Abstract

This study aims to analyze the influence of influencer marketing and online customer reviews on purchase decisions on the Shopee platform for Marina products. This study uses a quantitative approach. The sampling technique applied is non-probability sampling with a purposive sampling method, where data is collected through distributing questionnaires to 150 respondents who are active Shopee users and have purchased Marina products. Data processing and analysis were carried out using IBM SPSS software version 26. The results of this study indicate that influencer marketing partially has a positive and significant effect on purchase decisions, while online customer reviews have a positive and significant effect on purchase decisions. Simultaneously, both variables also have a significant effect on purchase decisions. These findings indicate that influencer credibility and social proof through customer reviews play an important role in building consumer trust, thus creating an urge to make a purchase.

Penelitian ini dilakukan bertujuan untuk menganalisis Pengaruh Influencer Marketing dan Online Customer Review terhadap Purchase Decision di platform Shopee pada produk Marina. Pada penelitian ini menggunakan pendekatan kuantitatif. Teknik sampel yang diterapkan yaitu non-probability sampling dengan metode purposive sampling, dimana data dikumpulkan melalui penyebaran kuesioner kepada 150 responden yang merupakan pengguna aktif Shopee dan pernah membeli produk Marina. Pengolahan dan analisis data dilakukan dengan menggunakan perangkat lunak IBM SPSS versi 26. Hasil pada penelitian ini menunjukkan bahwa secara parsial influencer marketing berpengaruh positif dan signifikan terhadap purchase decision, adapun online customer review memiliki pengaruh positif dan signifikan terhadap purchase decision. Secara simultan, kedua variabel tersebut juga berpengaruh signifikan terhadap purchase decision. Temuan ini mengindikasikan bahwa kredibilitas influencer serta bukti sosial melalui ulasan pelanggan berperan penting dalam membangun kepercayaan konsumen sehingga menimbulkan dorongan untuk melakukan pembelian.

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