Influence of Influencer Marketing, Online Customer Review, and Product Quality on Glad2glow Skincare Purchasing Decisions in Marketplace Shopee

Cindy Ismayasari; Audita Nuvriasari

doi:10.55606/optimal.v6i2.10490

Authors

Cindy Ismayasari Universitas Mercu Buana Yogyakarta
Audita Nuvriasari Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.55606/optimal.v6i2.10490

Keywords:

Influencer Marketing, Marketplace, Online Customer Review, Product Quality, Purchasing Decision

Abstract

This study aims to analyze the influence of influencer marketing, online customer reviews, and product quality on purchasing decisions of Glad2glow skincare products on the Shopee marketplace. The data were collected through questionnaires distributed to 100 respondents who are consumers of the product, using a non- probability sampling method. The measurements scale applied in this study was a five-point Likert scale. The instrument testing results indicate that all questionnaire items are valid and reliable. The classic assumption tests confirm that the data are normal distributed and that the regression model is free from multicollinearity and heteroscedasticity problems. The results of this study indicates that influencer marketing does not have a significant effect on purchasing decisions of Glad2glow skincare products on the Shopee marketplace, online customer reviews have a positive and significant effect on purchasing decisions of Glad2glow skincare products on the Shopee marketplace and product quality has a positive and significant effect on purchasing decisions of Glad2glow skincare products on the Shopee marketplace.

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