Jurnal Riset Ilmiah
Vol. 2 No. 3 (2025): SINERGI : Jurnal Riset Ilmiah, Maret 2025

PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW MELALUI SOCIAL MEDIA TERHADAP KEPUTUSAN PEMBELIAN PRODUK FOCALLURE PADA GENERASI Z

Amelia, Mita (Unknown)
Hadita, Hadita (Unknown)
Winarso, Widi (Unknown)

Article Info

Publish Date
03 Mar 2025

Abstract

The aim of this research is to measure the extent of influence of influencer marketing and online customer reviews on purchasing decisions for Focallure products among Generation Z via social media. The research method used is a quantitative method by distributing questionnaires to respondents. The data analysis technique in this research uses Structural Equation Modeling Partial Least Square (SEM-PLS) analysis with the help of SmartPLS version 4.0 software. The research results show that influencer marketing and online customer reviews have a significant influence on purchasing decisions, social media has a significant influence on purchasing decisions, and influencer marketing and online customer reviews via social media have an indirect and significant influence on purchasing decisions

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Journal Info
Jurnal Riset Ilmiah
Website

Abbrev

SINERGI

Publisher

Lembaga Pendidikan dan Penelitian Manggala Institute

Subject

Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

Description

SINERGI : Jurnal Riset Ilmiah accomodates original research, or theoretical papers. We invite critical and constructive inquiries into wide range of fields of study with emphasis on interdisciplinary approaches: Humanities and Social sciences, that include: Engineering, Economics, Health, Social, ...