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All Journal Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis
Sabbatun Nabilla
Universitas Trunojoyo Madura
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Memetakan Pengaruh Strategi Digital Marketing: Efektivitas Influencer dan Online Customer Review dalam Mendorong Keputusan Pembelian Wardah di Shopee Syifa Fauziya; Anastasia Br Surbakti; Sabbatun Nabilla; Triana Setiyarini
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 4 No. 4 (2026): Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v4i4.2882

Abstract

This study aims to analyze the effect of digital marketing strategies through influencer marketing and online customer reviews on purchase decisions for Wardah products on Shopee. The growth of e-commerce has encouraged cosmetic companies to implement digital marketing strategies to attract consumers and influence purchasing behavior. This study used a quantitative approach with multiple linear regression analysis. The respondents were 109 Management 23 students at UTM who met the criteria as Shopee users and Wardah consumers. Data were collected through questionnaires and analyzed to examine the partial and simultaneous effects of influencer marketing and online customer reviews on purchase decisions. The results showed that influencer marketing had a positive and significant effect on purchase decisions, with a regression coefficient of β = 0.251 and p = 0.009 < 0.05. Meanwhile, online customer reviews did not have a significant effect, with β = 0.144 and p = 0.127 > 0.05. Simultaneously, both variables significantly influenced purchase decisions with an R² value of 9.5%. These findings indicate that influencer marketing has a stronger role than online customer reviews in influencing Wardah consumers on Shopee.  
Co-Authors Anastasia br Surbakti Syifa Fauziya Triana Setiyarini