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All Journal KIC Prosiding Simposium Nasional Manajemen dan Bisnis
Najib, Ari Syakura
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Influence of Influencer Marketing, Price, And Customer Reviews On Purchasing Decisions for Skintific Products On Shopee Najib, Ari Syakura; Paramitha, Dyah Ayu
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/w3t04g20

Abstract

Research aim: This study aims to determine whether the variables of influencer marketing, price, and customer reviews have a significant influence on purchasing decisions for Skintific products at Shopee, both partially and simultaneously. Design/Method/Approach: The study used a quantitative approach with a survey method. The population in this study were all students of Universitas Nusantara PGRI kediri who actively use shopee. The sample used in this study was 105 respondents who were taken using purposive sampling technique. The data collection technique used a questionnaire. Data analysis was carried out using multiple linear regression with the help of SPSS software. Research Finding: The results showed that partially, influencer marketing and customer reviews have a significant influence on purchasing decisions, while price does not have a significant effect. But simultaneously, the three variables have a positive and significant influence on purchasing decisions. Theoretical contribution/Originality: This research contributes to the digital marketing literature by emphasizing the importance of influencer marketing and customer reviews as key factors in purchasing decisions, especially on the Shopee platform. Practitionel/Policy implication: The results of this study are expected to help companies, especially Skintific, to optimize their marketing strategies through selecting the right influencers and actively managing customer reviews. In addition, the company is advised to maintain competitive pricing to strengthen its competitiveness in the market. Research limitation: This study is limited to the population of students at Universitas Nusantara PGRI Kediri and Skintific products at Shopee, so the results may not be generalizable. Future research is recommended to expand demographic coverage and add other relevant variables, such as product quality or promotional strategies.
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN DI ARDA KOFFIE KEDIRI Safana, Yunia Dwi; Ningtyas, Arnistia Dwi; Sari, Jione Oktabriana; Najib, Ari Syakura; Limantara, Arthur Daniel
Prosiding Simposium Nasional Manajemen dan Bisnis Vol. 2 (2023): Simposium Manajemen dan Bisnis
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/atqqvy53

Abstract

Penelitian ini bertujuan untuk mengetahui tingkat kepuasan konsumen dan faktor-faktor yang mempengaruhinya. Kualitas pelayanan dapat mempengaruhi kepuasan konsumen. Rendahnya kualitas pelayanan, tidak hanya membuat pelanggan tersebut merasa kecewa tetapi juga dapat berdampak kepada orang lain. Berbagai gaya dan tema bermunculan untuk kedai kopi masing-masing agar menarik dan memberi kepuasan pada konsumen. Mulai dari bahan baku kopi yang digunakan, kreasi menu kopi yang ditawarkan serta menu makanan pendamping kopi. Kedai kopi harus terus dimodifikasi untuk mencapai kepuasan pelanggan dan meningkatkan minat berkunjung menjadi pengunjung yang loyal. Metode yang digunakan dalam penelitian ini adalah metode survei. Hasil analisis data dalam penelitian mendukung secara hipotesis yang diajukan. Kualitas produk, fasilitas dan lokasi memiliki pengaruh secara parsial maupun simultan terhadap kepuasan konsumen dan variabel lokasi memiliki pengaruh yang dominan.
Co-Authors Arthur Daniel Limantara, Arthur Daniel Ningtyas, Arnistia Dwi Paramitha, Dyah Safana, Yunia Dwi Sari, Jione Oktabriana