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All Journal Media Ekonomi
DINA PUTRI MARGARETA
UNIVERSITAS MERCU BUANA YOGYAKARTA
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE EFFECT OF INFLUENCER MARKETING, BRAND CHARACTERISTIC, ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS FOR IMPLORA BEAUTY PRODUCTS ON E-COMMERCE SHOPEE DINA PUTRI MARGARETA; Titik Desi Harsoyo
Media Ekonomi Vol. 26 No. 2 (2026): Media Ekonomi Vol. 25 No. 2 2026
Publisher : Universitas Muhammadiyah Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30595/medek.v26i2.29967

Abstract

This study aims to analyze the influence of influencer marketing, brand characteristics, and online customer reviews on the purchase decision of Implora beauty products in  Shopee e-commerce. The sample in this study amounted to 100 respondents using the non-probability sampling method. The results of the instrument test showed that the data in this study was declared valid and reliable. The results of the classical assumption test state that the research data are distributed normally and produce a regression model that is free of multicollinearity and heteroscedasticity. The results of the study prove that: (1) influencer marketing has a positive and significant effect on the purchase decision of Implora beauty products on  Shopee e-commerce, (2) brand characteristics have a positive and significant effect on the purchase decision of Implora beauty products on  Shopee e-commerce, and (3) online customer reviews does not have a significant effect on the purchase decision of Implora beauty products on  Shopee e-commerce.
Co-Authors Titik Desi Harsoyo