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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Kirana, Hanasya Azizah
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Pengaruh Brand Ambassador dan Online Customer Reviews terhadap Keputusan Pembelian Produk Somethinc di Marketplace Shopee Kirana, Hanasya Azizah; Junipriansa, Donni
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 10 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i10.9450

Abstract

This study investigates the influence of brand ambassadors and online customer reviews on consumer purchasing decisions, with particular emphasis on Somethinc, a local beauty brand marketed through the Shopee e-commerce platform. Employing a quantitative methodology, data were gathered through structured surveys and questionnaires to explore patterns in consumer behavior and assess the interrelationships among the key variables. The dataset was analyzed using regression techniques facilitated by SPSS software. The findings reveal that brand ambassadors exert a statistically significant effect on consumer purchase decisions, while online customer reviews serve as pivotal informational cues that shape perceptions of product efficacy and, in turn, influence purchasing behavior. By focusing on a domestic cosmetic brand operating within a digital marketplace, this study advances the broader discourse on digital marketing strategies and highlights the critical roles of influencer endorsement and electronic word-of-mouth in shaping contemporary consumer decision-making processes. These findings offer practical implications for marketers seeking to optimize promotional efforts within the beauty sector.
Co-Authors Donni Junipriansa