Pengaruh Influencer Marketing dan Customer Review terhadap Keputusan Pembelian Ulang Produk Kosmetik Lip Cream TimePhoria di Shopee
DOI:
https://doi.org/10.38035/jim.v5i1.1957Keywords:
Influencer marketing, Customer Review, Keputusan Pembelian Ulang, Kosmetik , E-commerceAbstract
Tujuan dari penelitian ini adalah untuk melihat bagaimana ulasan konsumen dan Influencer Marketing berdampak pada keputusan konsumen untuk membeli kembali lip cream kosmetik TimePhoria di Shopee. Perubahan perilaku konsumen dalam mendapatkan informasi tentang produk telah disebabkan oleh perkembangan e-commerce dan media sosial. Menggunakan metode survei, penelitian ini menggunakan pendekatan kuantitatif. 120 orang yang disurvei membeli ulang lip cream TimePhoria di Shopee. Analisis data dilakukan dengan menggunakan perangkat lunak SPSS. Uji validitas, reliabilitas, asumsi klasik, analisis regresi linear berganda, koefisien determinasi, uji t, dan uji F digunakan. Hasil penelitian menunjukkan bahwa pengaruh pemasaran berpengaruh positif dan signifikan terhadap keputusan pembelian ulang, Review konsumen juga berpengaruh positif dan signifikan terhadap keputusan pembelian ulang, dan keduanya berpengaruh signifikan terhadap keputusan pembelian ulang secara bersamaan. Menurut nilai koefisien determinasi, kedua variabel independen dapat bertanggung jawab atas sebagian besar perbedaan dalam keputusan pembelian ulang pelanggan. Penelitian ini menemukan bahwa pelanggan yang menggunakan platfrom e-commerce dapat membuat keputusan yang lebih baik untuk membeli produk kosmetik lagi jika mereka mengelola ulasan pelanggan yang baik dan strategi pemasaran melalui Influencer.
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