Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Lead Journal of Economy and Administration
Annisa Febriani
Jakarta Global University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Influencer Marketing dan Online Customer Review terhadap Keputusan Pembelian Produk Lip Cosmetics Wardah pada Tiktok Shop di Kota Depok  Annisa Febriani; Alfi Maghfuriyah; Noviyanti
Lead Journal of Economy and Administration Vol 5 No 1 (2026): Lead Journal of Economy and Administration (LEJEA)
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/lejea.v5i1.463

Abstract

This study aims to analyze the influence of influencer marketing and online customer review on purchase decisions for Wardah lip cosmetics products on TikTok Shop in Depok City. This study employed a quantitative approach with a non-probability sampling technique using a purposive sampling approach. Data were collected through a questionnaire using a Likert scale ranging from 1 to 5 and distributed online via Google Forms. The data were collected from 132 TikTok Shop users who had purchased Wardah lip cosmetics products and were analyzed using the Statistical Package for the Social Sciences (SPSS) version 29. The findings indicate that influencer marketing and online customer review have a positive and significant effect on purchase decisions, both partially and simultaneously. The coefficient of determination (R²) was 0.719, indicating that the two independent variables contribute 71.9% to purchase decisions, while the remaining 28.1% is influenced by other variables that were not examined in this study.
Co-Authors Alfi Maghfuriyah Noviyanti