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Nurhayati
Universitas Muhammadiyah Semarang
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Neuroscience Nursing Public Health Social Sciences Other

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Enhancing Marketing Performance through Social Media Marketing, and Affiliate Marketing: The Mediating Role of Online Reviews in Shopee's Skincare Industry: Meningkatkan Kinerja Pemasaran Melalui Pemasaran Media Sosial dan Pemasaran Afiliasi: Peran Mediasi Ulasan Online dalam Industri Perawatan Kulit di Shopee Neira Arindha; Firdaus; Nurhayati
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol. 12 No. 2 (2026): September
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/jbmp.v12i2.2418

Abstract

To address the intense competition within the Shopee Indonesia skincare market, this study aims to apply the Stimulus-Organism-Response (S-O-R) theory to examine how social media marketing, affiliate marketing, and online reviews collectively affect overall marketing performance. Utilizing a quantitative approach, data were gathered through an online survey of 127 purposively sampled Shopee skincare consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that while affiliate marketing directly and positively enhances both online reviews and marketing performance, social media marketing significantly influences only online reviews. Furthermore, online reviews significantly drive overall marketing performance and act as a crucial partial mediator between social media marketing and marketing outcomes, though they do not significantly mediate the impact of affiliate marketing. Theoretically, this research validates the applicability of the S-O-R framework within digital skincare marketing. Practically, the findings imply that to translate digital engagement into tangible marketing success, businesses must strategically deploy affiliate partnerships while actively managing and optimizing customer online reviews as a vital bridge between social media efforts and final performance.
Co-Authors Abdullah Abdullah Agung Nusantara Akhmad Fathurohman Alis Arifa Rahman Ambarsari, Arum Andika Baskara Andika Baskara Andro Dewantara Noegroho Annisa Salsabilla Ajrinaningtyas Arfah, Susilo Ariana Asepta Hendriyanto Astono, Ari Dwi Baskara, Andika Dedik Purwanto Edy Purwanto Elina Felda Elina Felda Andreani Ellen Proborini Ernawati Ernawati Farah Laili Muda Ismail Farasanya Nisrina Fatmasari Sukesti Fiderius Ismanto Firdaus Firdaus Firdaus Firdaus Firdaus Firdaus Firdaus Fitria Ramadhani Haerudin Haqq, Zulkifli Nurul Hendrar Prihadi Hersulastuti, Hersulastuti Heru Yulianto Jatmiko, M.Roby Joko Setyo Hartono Kukuh Mulyanto M Roby Jatmiko Martini Martini Maulana Pandhu Wicaksana Meizar Effendi Meizar Effendi Muchammad Rully Alim Nadia Ayu Nafia Dian Riskiana Nanda Fitria Rizqi Neira Arindha Nisa Amalia Wulandari Nisa Amelia Wulandari Nofikasari, Nofikasari Nur Qamarina Sharom Nurrahmah, Wa Ode Sitti Paramitha Maylina Afifah Prisvina Anggraeni Revi Riyanti Riswandi, Nairufar Rahmatika Setia Iriyanto Setia Iriyanto Sharina Osman Siti Aminah Sri Sulistiyaningsih Suharnomo Suharnomo Suharti Suharti Sukesti, Fatmasaris Susilo Toto Raharjo Syafaq, Shandya Aissy Syarif, Tiara Almas Tarjana, Sri Samiati Via Nur Maria Wa Ode Sitti Nurrahmah Yasinta, Tiurman Yustinah