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All Journal Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) IIJSE
Henny Welsa
Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Social Media Marketing dan Online Customer Riview terhadap Purchase Decision dengan Purchase Intention sebagai Variabel Intervening pada Scarlett Whitening di Yogyakarta Devita Puspita Sari; Henny Welsa; Ida Bagus Nyoman Udayana
Jurnal Manajemen Pendidikan dan Ilmu Sosial Vol. 7 No. 3 (2026): Jurnal Manajemen Pendidikan dan Ilmu Sosial (April - Mei 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v7i3.8177

Abstract

Persaingan industri kecantikan yang semakin ketat serta perubahan perilaku konsumen akibat kemajuan teknologi digital mendorong perusahaan untuk mengoptimalkan strategi pemasaran berbasis media sosial dan memanfaatkan ulasan konsumen secara online. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing dan online customer review terhadap purchase decision melalui purchase intention sebagai variabel intervening pada produk Scarlett Whitening. Metode yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data melalui kuesioner dengan sampel 180 responden. Teknik pengambilan sampel menggunakan nonprobability sampling, analisis regresi linier berganda serta pengujian variabel intervening menggunakan uji Sobel. Hasil penelitian ini menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap purchase decision, kemudian online customer review berpengaruh positif dan signifikan terhadap purchase decision, social media marketing berpengaruh positif dan signifikan terhadap purchase intention, online customer review berpengaruh positif dan signifikan terhadap purchase intention. Purchase intention berpengaruh positif dan signifikan terhadap purchase decision. Selain itu, purchase intention mampu memediasi pada variabel social media marketing dan online customer review terhadap purchase decision pada produk Scarlett Whitening. Kesimpulannya, bahwa strategi pemasaran melalui media sosial dan ulasan pelanggan secara online memiliki peran penting dalam meningkatkan minat beli yang pada akhirnya mendorong keputusan pembelian konsumen.
The Effect of Online Reviews and Risk Perception on Trust and Its Impact on Consumer Purchase Decisions on Marketplaces (Shopee, Tokopedia, Lazada, and Blibli) Rifaldi Rifaldi; Henny Welsa; Putri Dwi Cahyani
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.10407

Abstract

The development of the marketplace in Indonesia has change behavior consumer in the process of taking decision purchases. Online reviews are one of the source information main used​ consumer For evaluate quality product, credibility sellers, and platform security before do transactions. Research This aim For analyze the influence of online reviews and perceptions risk to decision purchase consumer with trust as variables mediation in the marketplaces Shopee, Tokopedia, Lazada, and Blibli. Research use approach quantitative with type of explanatory research. Data collection techniques sample using purposive sampling with amount respondents as many as 140 marketplace users in Indonesia who have read or write review product. Data analysis was performed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The research results show that online reviews are influential positive and significant to trust consumers and decisions purchase. Perception risk also has an effect significant to trust and decisions purchases, where the more low perceived risk​ consumer so the more tall level beliefs and tendencies do purchase. Apart from that, trust proven influential positive and significant to decision purchase as well as capable mediate connection between online reviews and perception risk to decision purchase. Findings This confirm that trust become factor key in push decision purchase consumers in the marketplace. Research This give implications practical for marketplace managers for increase quality system reviews, security transactions, as well as protection consumers to build trust and increase decision purchase consumers.
Co-Authors Devita Puspita Sari Ida Bagus Nyoman Udayana Putri Dwi Cahyani Rifaldi Rifaldi