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All Journal SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Journal of Management - Small and Medium Enterprises (SME's) Sricommerce: Journal of Sriwijaya Community Services ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Eduvest - Journal of Universal Studies GLORY Jurnal Ekonomi dan Ilmu Sosial Indo-Fintech Intellectuals: Journal of Economics and Business Abdimas Mandalika
Merlyn Kurniawati
Universitas Nusa Cendana
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Journal : ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar

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Pengaruh Influencer Marketing dan Online Customer Review terhadap Minat Beli Produk Skintific pada Mahasiswa Universitas Nusa Cendana Kupang Tuan, Stefani Inge I; Kurniawati, Merlyn; Aman, Dominikus K.T; Salean, Debryana Y.
ARZUSIN Vol 5 No 3 (2025): JUNI
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v5i3.5609

Abstract

This study aims to determine the influence of Influencer Marketing and Online Customer Reviews on the Purchase Intention of Skintific products among students of Nusa Cendana University in Kupang. The research is motivated by the development of digital technology, which has increased the role of influencers and customer reviews in skincare product marketing. The method used is a quantitative approach through the distribution of questionnaires to 100 respondents, with data analysis techniques using multiple linear regression. The results show that Influencer Marketing has a positive and significant effect on Purchase Intention of Skintific products, while Online Customer Reviews do not have a significant effect on Purchase Intention. Simultaneously, Influencer Marketing and Online Customer Reviews have a significant effect on Purchase Intention. These findings highlight the importance of influencers in shaping consumer purchase intention, whereas customer reviews alone are not strong enough to influence purchasing decisions. The implications of this study suggest that companies should focus more on effective influencer-based marketing strategies.
Co-Authors ADHAR, ADHAR Aman, Dominikus K T Aman, Dominikus K.T Amtiran, Paulina Y Amtiran, Paulina Yurita Anakay, Yuninra Aplunggi, Tesabela Wulandari Bagung, Valerya Krista Dewi Bari, Ricky Ricard Benu, Yohanes R Bere, Fransiska Bere, Teresita Noviyanti Bukka, Maria Florensia Yosefin Bunga, Markus Christin Anggy Venny Saba D, Yosefina K I D D Dhae, Yosefina K I D D Djawa, Dimas Prayoga Efandri Agustian Fanggidae, Apriana H.J. Fanggidae, Ronald Patrick Costantin Firdayanti, Firdayanti Foenay, Christien C. Hae, Mensen Mone Hale, Hironimus Hamin, Alfianus Hibur, George Noveril Hunin, Stevy Basthiani Immanuel Sihombing, Midian Jachielin H. Lada Kapitan, Niche Lestary Kore, Paulina Lada, Jachielin H. Lae, Arianto M Laga, Mart Lodia Lapudooh, Albert Alan Ledoh, Hoven Anderias Lia Nur Fadhilah Maley, Nindy M S Mamun, Gabriel E L Manehat, Kristiana Mannoradja, Stifanny Magdalin Marisi, Marisi Maru, Euphrasia Yosefina Masan, Cornelis Dedy Meto, Yohanes Moensaku, Familya M.D. Moensaku, Familya Maria D.L. Muku Usu, Maria Yosefina Musdalifa Musdalifa Nastiti, Dyah Wahyu Ndoluanak, Elwa Ni Putu Nursiani Nilan, Odilia Letek Pah, Gracia Herawati Pingak, Rando Yufren Putri, Salva Kemala Rame Hau, Beryl Jabin Rolland E. Fanggidae Salean, Debryana Y Salean, Debryana Y. Sepa, Filemonia Seran, Maria Oktaviani Siokain, Sherly Soka, Virginia Charmelita Sudrajat, Nur Ihsan Arif Taek, Adela Johirputri Taolin, Alvaro Jackrizal Tarsusius Timuneno Tefu, Umi Yuliana Timuneno, Tarsisius Tuan, Stefani Inge I Tukan, Veronika Lady Diana Tulun, Wilhelmus Tungga, Aditiya Fortuna Un, Yustinus Andri Setyo Waleng, Marta C S L Wio, Elizabeth Sancha Yonas F Riwu Yuri Sandra Fa’ah