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All Journal Jurnal Manajemen dan Organisasi KOLEGIAL : Jurnal Manajemen, Bisnis, dan Akuntansi TIJAB (The International Journal of Applied Business)
Nugraha, Arlan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Jurnal Manajemen dan Organisasi

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Pengaruh Affiliate Marketing dan Online Customer Review terhadap Purchase Decision melalui Customer Trust pada Produk Skincare di Jabodetabek Nugraha, Arlan; Widyastuti, Hardiana
Jurnal Manajemen dan Organisasi Vol. 16 No. 2 (2025): Jurnal Manajemen dan Organisasi
Publisher : IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jmo.v16i2.57722

Abstract

The advancement of technology and the internet has significantly transformed consumer behavior, particularly in the e-commerce sector for skincare products in Jabodetabek. In 2023, skincare emerged as the top-selling category in e-commerce. This study aims to analyze the impact of affiliate marketing and online customer reviews on the purchase decisions of skincare products in Jabodetabek, with customer trust as an intervening variable. The research sampled 219 Shopee users selected through purposive sampling. Descriptive analysis and SEM-PLS methods were employed using the SmartPLS 4 application. The findings reveal that affiliate marketing and online customer reviews positively and significantly influence purchase decisions, both directly and indirectly through customer trust.
Co-Authors Ahmad, Sarah Sabir Amany, Nurfatimah Anggraini Sukmawati Anggraini, Silviana Aulia Pratiwi, Monica Elfriantika, Septia Hardiana Widyastuti Muharni Ardenis, Dwi Nugraha, Dwi Wulandari, Ressy Tri