PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION DI PLATFORM SHOPEE PADA PRODUK MARINA

SYIFA KHAIRIYAH AZZAHRA, . (2026) PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION DI PLATFORM SHOPEE PADA PRODUK MARINA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (1MB)
	Text BAB 1.pdf Download (569kB)
	Text BAB 2.pdf Restricted to Registered users only Download (493kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (448kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (565kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (302kB) | Request a copy
	Text Daftar Pustaka.pdf Download (279kB)
	Text Lampiran.pdf Restricted to Registered users only Download (786kB) | Request a copy

Abstract

Penelitian ini dilakukan bertujuan untuk menganalisis Pengaruh Influencer Marketing dan Online Customer Review terhadap Purchase Decision di platform Shopee pada produk Marina. Pada penelitian ini menggunakan pendekatan kuantitatif. Teknik sampel yang diterapkan yaitu non-probability sampling dengan metode purposive sampling, dimana data dikumpulkan melalui penyebaran kuesioner kepada 150 responden yang merupakan pengguna aktif Shopee dan pernah membeli produk Marina. Pengolahan dan analisis data dilakukan dengan menggunakan perangkat lunak IBM SPSS versi 26. Hasil pada penelitian ini menunjukkan bahwa secara parsial influencer marketing berpengaruh positif dan signifikan terhadap purchase decision, adapun online customer review memiliki pengaruh positif dan signifikan terhadap purchase decision. Secara simultan, kedua variabel tersebut juga berpengaruh signifikan terhadap purchase decision. Temuan ini mengindikasikan bahwa kredibilitas influencer serta bukti sosial melalui ulasan pelanggan berperan penting dalam membangun kepercayaan konsumen sehingga menimbulkan dorongan untuk melakukan pembelian. Kata Kunci: Influencer Marketing, Online Customer Review, Purchase Decision, Shopee, Marina. ***** This study aims to analyze the influence of influencer marketing and online customer reviews on purchase decisions on the Shopee platform for Marina products. This study uses a quantitative approach. The sampling technique applied is non-probability sampling with a purposive sampling method, where data is collected through distributing questionnaires to 150 respondents who are active Shopee users and have purchased Marina products. Data processing and analysis were carried out using IBM SPSS software version 26. The results of this study indicate that influencer marketing partially has a positive and significant effect on purchase decisions, while online customer reviews have a positive and significant effect on purchase decisions. Simultaneously, both variables also have a significant effect on purchase decisions. These findings indicate that influencer credibility and social proof through customer reviews play an important role in building consumer trust, thus creating an urge to make a purchase. Keywords: Influencer Marketing, Online Customer Review, Purchase Decision, Shopee, Marina.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D.; 2). Nadya Fadillah Fidhyallah, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Syifa Khairiyah Azzahra .
Date Deposited:	03 Feb 2026 06:24
Last Modified:	03 Feb 2026 06:24
URI:	http://repository.unj.ac.id/id/eprint/64698

Actions (login required)

View Item