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All Journal Jurnal Ilmiah Administrasi Bisnis dan Inovasi Dinasti International Journal of Digital Business Management Management Science Research Journal International Journal of Asian Business and Management (IJABM) International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Lentera Jurnal Masyarakat Berdikari dan Berkarya (MARDIKA) Bayt ElHikmah: Journal of Islamic Architecture and Locality Indonesian Journal of Studies on Humanities, Social Sciences and Education Jurnal Kolaborasi Akademika
Meutia
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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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 Andini Ekasari Andriyansah . Chusnur Rahmi Cut Farah Ziba Fitiriani Frida, Harya Halimatussakdiah Hana Irfa, Anisa Ika Marsilia Irdiyantie, Rosy Lia Uzliawati Mastura Mery Noviyanti Mulyasari, Windu Navia, Zidni Ilman Nena Puspita Sari Niaci, Sarah Nopera Rauzi, Era Nurul Hayati, Siti Permadani, Arsyka Putri Raden Mohamad Herdian Bhakti Robi Kurniawan Safitri, Julia Safrida Sari, Mulia SARI, MULIA SAFRIDA Setiawan Sinulingga, Desminaria Ulil Amna, Ulil Yulistiani, Indri