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All Journal MANAJEMEN DEWANTARA
Yulianto, Very Dwi
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Economics, Econometrics & Finance

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PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK BROMEN PADA APLIKASI TIKTOK DI SURABAYA Yulianto, Very Dwi; Aminah, Siti
MANAJEMEN DEWANTARA Vol 9 No 2 (2025): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v9i2.19922

Abstract

This study aims to examine the influence of influencer marketing and online customer reviews on consumer purchase decisions of Bromen men’s skincare products on the TikTok platform in Surabaya. The background of this research stems from the increasing use of social media in Indonesia and the emerging trend of online shopping, where Bromen has gained visibility but exhibits fluctuating sales performance. The study adopts a quantitative approach with purposive sampling, involving 84 respondents who are TikTok users domiciled in Surabaya and have purchased Bromen products. Data were collected through an online questionnaire and analyzed using SmartPLS 4.0. The results show that online customer reviews and influencer marketing both have a major and favorable impact on purchasing decisions.. Influencer credibility, expertise, and attractiveness play a key role in shaping consumers’ evaluation of alternatives. Furthermore, review credibility, argument quality, and review volume also contribute to consumers’ trust and final decision-making. These results align with Kotler and Keller’s (2019) consumer behavior theory and validate the TEARS model in influencer effectiveness. This research implies that digital marketing strategies should integrate both influential figures and authentic consumer-generated content to strengthen brand trust and drive conversions on social platforms
Co-Authors Siti Aminah