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All Journal Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Tri Romadani
Universitas 'Aisyiyah Yogyakarta
Economics, Econometrics & Finance Other

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The Influence of Influencer Reviews and Electronic Word of Mouth on Purchase Decisions of The Originote Cosmetic Products Tri Romadani; Era Yamini
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 6 No. 4 (2025): Oktober
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v6i4.3034

Abstract

This study aims to examine (1) the influence of influencer reviews on purchasing decisions for the Originote cosmetic products, (2) the influence of electronic word-of-mouth on purchasing decisions for the Originote cosmetic products. The method used in this study is a quantitative approach. Data were collected through the distribution of questionnaires online to 400 respondents who are consumers of the Originote products throughout Indonesia. The sampling technique used a non-probability sampling method with a purposive sampling technique. The data analysis technique used was multiple linear regression. The results of the study indicate that influencer reviews, electronic word-of-mouth, together have a significant effect on purchasing decisions for the Originote cosmetic products. Partially, influencer reviews (X1) have a positive effect on purchasing decisions (Y) for the Originote moisturizer, as can be seen from the calculated t-test of 7.600 > t-table of 1.966, and the significance value is 0.000 ≤ 0.05. Electronic word of mouth (X2) has a positive and significant effect on purchasing decisions (Y) of the Originote cosmetic products, as can be proven from the calculated t value of 3.770 > t table 1.966, and the significance value is 0.000 ≤ 0.05.
Co-Authors Era Yamini