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All Journal Jurnal Promosi Pendidikan Ekonomi Equilibrium EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Jurnal Riset Akuntansi dan Keuangan SEIKO : Journal of Management & Business At-Tadbir : jurnal ilmiah manajemen Sketsa Bisnis Indonesian Journal of Economics, Social, and Humanities MABIS: Manajemen dan Bisnis EVOLUSI : Jurnal Sains dan Manajemen Journal of Enterprise and Development (JED) Journal of Global Business and Management Review Jurnal Sains dan Teknologi Community Engagement and Emergence Journal (CEEJ) Journal of Management - Small and Medium Enterprises (SME's) Jurnal Pengabdian kepada Masyarakat Nusantara Journal Of Human And Education (JAHE) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Neraca Manajemen, Akuntansi, dan Ekonomi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Masyarakat: Jurnal Pengabdian
Suprapto, Yandi
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Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Social Sciences Other

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Journal : Al-Kharaj: Jurnal Ekonomi, Keuangan

 1 
Peran Customer Online Review dalam Memediasi Niat Beli Produk Skincare Suprapto, Yandi; Hasan, Golan; Feby
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 11 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i11.9515

Abstract

This research examines the influence of digital marketing on purchase intention in the skincare industry, focusing on the role of social media marketing, e-WOM, brand image, and influencer endorsers mediated by customer online reviews. According to Statista (2020), the skincare industry experienced significant growth with a total value reaching USD 335.6 billion in 2020, increasing by 3.6% from the previous year and projected to reach USD 344.4 billion in 2021. This research aims to analyze the causal relationships between digital marketing variables (social media marketing, e-WOM, brand image, influencer endorsers) on purchase intention with customer online reviews as a mediating variable. The research method uses a quantitative approach with path analysis to test nine proposed hypotheses. The results show that SMM, e-WoM, and Brand Image have a significant influence on Customer Online Review, while Influencer Endorser shows no significant influence. This research extends previous studies by integrating the role of customer online reviews as a mediator in influencing consumer purchase intention
Co-Authors Alex Alex Angelina, Caroline Aurellia, Angeline Bernard Bernard, Bernard Cahyati, Sri Cici Afrida Chryshologus, Gilbert Cornelyanto, Edward Edwin Edwin Erick, Erick EVELYN EVELYN febriyanti febriyanti feby Felycia Fortuna, Erica Golan Hasan, Golan Hery Haryanto Hesniati, Hesniati Isnaini Nuzula Agustin Jeslyn, Jeslyn Jesslyn, Jesslyn Jolin, Jolin Joycelin, Joycelin ` Juriana, Elvi Larissa, Jesslyn Laulita, Nasar Buntu Liana, Jumi Lien, Tan Phey LINDAWATI Maitri, Badra Marliana, Selvia Eka Melinda, Rieza Novendo, Ricky Ong, Jovi Ong, Toni Putri, Ayesha Antonia Renaldi, Angelina Julia Rina Rina Shelvi, Shelvi Tokan, Agnes Doraresta Khatarina Tondy, Tondy Triana Wirawan, Ella Valentina, Eni Valentina, Sania Viviani, Viviani Wenny, Wenny Wijaya, Antonio Tantra Wijaya, Prayogo Agung Winston, Winston Wisnu Yuwono Yang, Jenny Yeo, Jacelyn Christina Yosuky, Delvian Yuki, Narumi