Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Environmental, Sustainability, and Social Science
Ni Putu Sinria FRANZA
Warmadewa University, Indonesia
Economics, Econometrics & Finance Environmental Science Social Sciences

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

Found 1 Documents
Search

 1 
The Role of Purchase Intention in Mediating the Influence of Influencers and Online Customer Reviews on the Purchase Decisions of Electronic Products in E-Commerce (A Case Study in Denpasar City) Ni Putu Sinria FRANZA; Ni Luh Putu INDIANI; Ni Made WAHYUNI
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 2 (2025): International Journal of Environmental, Sustainability, and Social Science (Mar
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i2.1331

Abstract

The rapid growth of e-commerce has boosted the digital business climate but also intensified market competition. To stay competitive, businesses must go beyond technology by innovating their sales strategies, particularly in electronic products—the top-selling category in Indonesian e-commerce in 2023. This study analyzes how Influencers and Online Customer Reviews affect electronic product purchasing decisions in e-commerce, with Purchase Intention as a mediating variable. The population of this study consists of residents of Denpasar City who have made electronic product purchases through e-commerce platforms. The research method used is a survey, with data collected through questionnaires distributed to 160 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results of the study show that Influencers have a positive and significant effect on both purchase intention and purchase decisions. Online Customer Reviews have a negative and significant effect on purchase decisions, but a positive and significant effect on purchase intention. The findings also indicate that purchase intention serves as a partial mediator in the relationship between Influencers and Online Customer Reviews on the purchase decisions of electronic products in e-commerce. These findings provide valuable insights for digital business players in designing more effective marketing strategies by utilizing Influencers and Online Customer Reviews to enhance purchase decisions for electronic products in e-commerce.
Co-Authors Ni Luh Putu INDIANI Ni Made Wahyuni