International Journal of Economics, Commerce, and Management
Vol. 2 No. 4 (2025): October : International Journal of Economics, Commerce, and Management

The Impact of Ratings and Influencer Marketing on Consumer Purchase Decisions For Skincare Products on The Shopee Marketplace

Selmadea Oktaviana (Unknown)
Dewi Shanti Nugrahani (Unknown)
Hesti Respatiningsih (Unknown)

Article Info

Publish Date
31 Oct 2025

Abstract

This study aims to examine the influence of ratings and influencer marketing on purchasing decisions for skincare products on the Shopee marketplace. This quantitative study involved 96 respondents and used multiple linear regression data analysis. The results show that ratings and influencer marketing have a significant influence. Purchasing decisions are influenced by ratings, which is the most dominant variable, meaning that the higher the rating, the greater the interest in the product. These findings emphasize the importance for sellers to maintain product and service quality to maintain high ratings and to collaborate with credible influencer marketers to strengthen their marketing strategies.

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Journal Info
International Journal of Economics, Commerce, and Management
Website

Abbrev

IJECM

Publisher

Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Subject

Decision Sciences, Operations Research & Management Social Sciences

Description

Topics in this journal relate to any aspect of management, but are not limited to the following topics: Human Resource Management, Financial Management, Marketing Management, Public Sector Management, Operational Management, Supply Chain Management, Corporate Governance, Business Ethics, Management ...