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Purno, Marhaendro
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Journal : Journal of E-business and Management Science

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Analysis of The Influencer Marketing, Ratings and Customer Reviews on Purchasing Decisions Mulyati, Sri; Putriani, RDN Dwi; winanti, winanti; Goestjahjanti, Francisca Sestri; Marusaha, Tiardo Jonathan; Farhan, Akhmad; Mendrofa, Yeremia; Kumoro, Dwi Ferdiyatmoko Cahya; Himmy’azz, Istajib Kulla; Purno, Marhaendro
Journal of E-business and Management Science Vol. 2 No. 1 (2024): Juni 2024
Publisher : PT. BERBAGI TEKNOLOGI SEMESTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61098/jems.v2i1.142

Abstract

There are still many companies that do not pay attention to the importance of influencer marketing, ratings and customer reviews due to ignorance and low understanding. This research underlines the importance of marketing strategies that combine influencer marketing with positive interactions from customers and good product reputation to influence consumer purchasing decisions effectively, so researchers are interested in conducting research entitled The Influence of Influencer Marketing, Ratings and Customer Reviews on Purchasing Decisions. With the research variables that will be analyzed are influencer marketing X1, Rating X2, Customer Review the research results can be seen from the multiple correlation level value of 0.745, this shows that the correlation level has a strong influence. The coefficient of determination value is 0.809, meaning that the Influencer Marketing, Rating and Customer Review variables have an influence on purchasing decisions of 80.9% and the remaining 19.1% is influenced by other variables not examined in this research. Meanwhile, the results of simultaneous hypothesis testing show a significant effect because Fcount > Ftable (129,801 > 3,090).
Co-Authors Adi Widodo Adiyanto , Adiyanto Adiyanto Adiyanto AGUS PURWANTO Ahadi, Ahadi Ahmad Fauji, Ahmad Aman, Mustar Bangun Napitupulu, Bonar Jeppri Basuki, Sucipto Budi Haryanto Budiadyana, Gusti Nyoman C.K, Dwi Ferdiyatmoko Cahya Kumoro, Dwi Ferdiyatmoko Crisvin Ela, Nur Erick Fernando B311087192 Fajrin, Andira Faqih, Tengku Irsyad Farhan, Akhmad Fauzy M.R., Imam Fikri, Muhamad Agung Ali Goestjahjanti, Francisca Sestri Gosestjahjanti, Francisca Sestri Haniyyah, Haniyyah Hasna, Shoftwatun Hasna, Shofwatun Hermawan, Ressa Nur Himmy'azz, Istajib KUlla Himmy'azz, Istajib Kulla Kulla Himmy’azz, Istajib Himmy’azz, Istajib Kulla Himmy”™azz, Istajib Kulla Ida Jubaedah Irawan, Seri Jayanti, Indah Johan, Muhammad Jonathan, Tiardo Joni Iskandar, Joni Jubaida, Ida Jumiran Jumiran, Jumiran Karnawi Kamar, Karnawi Karyono Karyono Kulla Himmyázz, Istajib Kulla Himmy’azz, Istajib Kumoro, Dwi Ferdi Cahya Kumoro, Dwi Ferdiyatmoko Cahya Marusaha, Tiardo Jonathan Meilianda, Rifki Mendrofa, Yeremia Mirda Santi, Neta MUHAMMAD FAHMI Napitupulu, Bonar Bangun Jeppri Nofiyanti Nofiyanti, Nofiyanti Nurasiah Nurasiah Nurasiah Nursanti, Yulis Nuryanti, Yulis Prihatmoko, Andy Purnamasari, Ayu Lestari Puspita Sari putri, RDN DWI PUTRIANI Putriani, RDN Dwi Rachmat, Imam Fauzy Muldani Riyanto Riyanto Sestri Goestjahjanti, Francisca Setiawan, Sukma Bayu Setyani, Ika Sihotang, Manorang Singgih, Eman Sopyan, Dedi Sri Lestari Sri Mulyati Supriyanto Supriyanto Suroso Suroso Suroso Suseno, Bayu Suwita, Jaka Tiara, Beby Umiyati, Hesti Vanessa Vanessa widjaja, henry antonius eka WINANTI, WINANTI Xafier, Yos Yaafi, Naufal Yoga Prihastomo Yulia, Yayah Yusuf Yusuf