Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal EK dan BI
Nabilla, Karunia Gadys
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH ONLINE CUSTOMER REVIEW DAN BEAUTY INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH PADA APLIKASI TIKTOK DI SURABAYA Putri, Ardiyanti Sanggie; Widyanti, Firlynisa Wafiyyah; Nabilla, Karunia Gadys; Kusmayati, Nindya Kartika
Jurnal Ekonomi dan Bisnis (EK&BI) Vol 8 No 1 (2025)
Publisher : Politeknik Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37600/ek&bi.v8i1.2064

Abstract

This research aims to determine the effect of online customer reviews and beauty influencers on purchasing decisions for Wardah products on the TikTok App in Surabaya. Using a quantitative approach with purposive sampling, data were collected from 69 respondents and analyzed through multiple linear regression in SPSS software ver. 29. The regression equation is Y = 3,295 + 0,530X₁ + 0,232X₂. Simultaneously, both variables significantly influence purchasing decisions (F = 26,820; p < 0,05). Partially, online customer reviews have a significant positive effect (t = 4,967; p < 0,001), while beauty influencers show a positive but statistically insignificant effect (t = 1,989; p = 0,051). The suggestion in this study is that the Wardah brand continues to encourage an increase in positive customer reviews and maintain cooperation with beauty influencers who have a strong influence in order to increase purchasing decisions on digital platforms such as TikTok. Keywords: Online Customer Review, Beauty Influencers, Purchase Decision
Co-Authors Kusmayati, Nindya Kartika Putri, Ardiyanti Sanggie Widyanti, Firlynisa Wafiyyah