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Journal : Management Science Research Journal

The Influence of Influencer Marketing and Online Customer Review on Purchasing Decision Mediated by Brand Image : A Study on Nivea Suncare Consumers among Students of Sultan Ageng Tirtayasa University Putri; Meutia; Nupus, Hayati
Management Science Research Journal Vol. 4 No. 4 (2025): November 2025
Publisher : PT Larva Wijaya Penerbit

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Abstract

This study aims to empirically examine the influence of influencer marketing and online customer reviews on purchase decisions of Nivea suncare products, with brand image serving as a mediating variable. A quantitative descriptive method was employed by distributing questionnaires and reviewing related literature. A total of 170 undergraduate students from Sultan Ageng Tirtayasa University (cohorts 2021–2024) were selected using purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) with the assistance of SmartPLS 4 software. The findings indicate that influencer marketing has a positive and significant effect on both brand image and purchase decision. Meanwhile, online customer reviews positively influence brand image but do not directly affect purchase decisions. Furthermore, brand image is proven to have a positive and significant impact on purchase decisions and mediates the relationship between influencer marketing, online customer reviews, and purchase decisions. These results highlight the strategic importance of brand image in strengthening the effectiveness of digital marketing practices.
Co-Authors Ade Irma Ramadani Adhel Arfiani Achmad Adi Apriadi Adiansha Afdhal Yaman Afni Fazira ahmad yani Aisha Nurwanti, Lathifah Aluddin Ananda Amelia Anas, Alfiah A ANASTASYA SHINTA YULIANA Andi Gadis Fadillah Andi Muh. Abrar Andi Uceng Andika Firman Ardiyansa Anjar Pradipta Arizal Hamizar Aryati astuty, Lina Astuty baroroh, nurin Chindy Aulya Putri Damapolii, Finanti G Darwita Juniwati Barus Della Rossa Ahmad Destiani , Nur Laili Diman, Agus P Doortua Dwi Indriati Ekawati, Nur Eman Sulaiman Ernesontha, Youlenta Erwin Fadhil Mulya Ramadhan Fadil Fadila, Nessa Fannysya Ochtaliza Finsa Fitriani Framz Hardiansyah Frasatya, {Ariffinto Halide, Nirwana Harpiana Rahman Hartanto Halim HARTATI Hatala, Siti K Hendriko , Aditya Ilham Hudi Indah Ayu Purnamasari Isnania Nurfazhila Ita Kurnia Ita Purnama Sari Jessica Margareth Joice Dwi Ananda Julian Tohir, Oxana Khasbi Ainun Najib khoirunnisa, nikki Kholifatus Saadah La Ode Anto Lestari, Andi Tri Lestari, Resi Lukman M Mustakim M. Djauhari M. Pudail Madona, Helliza Makmur, Shoimah Marian Tonis Marlina Marpaung, Jon Kenedy Masnur Maswan Meutia Muammar W. Maruapey Muchlis Yafandi Muh. Aldi Wijaya Muh. Amal Muslim Mutiara Sukma Arofah Nabila Sya’bani nana, Pramudita Nanang Diana Narmi Ngatemi Nindya Rafa Putri Nur Apriliyanti nur, Muhammad Nur Nurhalisa Nurita Primasatya Nurul Aisyah Oom Komala Pudentiana Purwanto Putri , Aprilia Putri Andini Putri Andriani, Desvita Raden Mohamad Herdian Bhakti rahhman, nur Rahman Ambo Masse Regina Susanti, Lanny Renta Manurung Rezky Aulia Yusuf Ria Angraini Rianty, Anessyia Rinaldi Riska Terina Tria Ferlin Rizqi Shahbani, Aulia Sahrani, Sahrani Samila Saputra, Awal Sarina Selao, Ahmad Shania Romadhona Daulay Silmi Olivia Siska Mandalia Siti Nur Utami Putri Sri Jamilah Sri Lestari Sri Purwanti Ariani Sri Wahyuni Subandoro, Agus Suharyanisa Sundari Syamsuddin Taradisa Candra Tissa Oktavia Nurfadilla Tri Sagita Wakano, Abidin Wibawa Prasetya Wulan, Wulan Patricia Wulandari, Febriana Tri Yanto Nazar Riyanto Yuli Lestari Labangu Yulita Yuniva Halimatu Sadiah Zufi Nurali ⁠St. Nur Rezky Auliyah J