The Role of Purchase Intention in Mediating the Influence of Influencers and Online Customer Reviews on the Purchase Decisions of Electronic Products in E-Commerce  (A Case Study in Denpasar City)

Ni Putu Sinria  FRANZA; Ni Luh Putu INDIANI; Ni Made  WAHYUNI

doi:10.38142/ijesss.v6i2.1331

Authors

Ni Putu Sinria FRANZA Warmadewa University, Indonesia
Ni Luh Putu INDIANI Warmadewa University, Indonesia
Ni Made WAHYUNI Warmadewa University, Indonesia

DOI:

https://doi.org/10.38142/ijesss.v6i2.1331

Keywords:

Influencer, Online Customer Review, Purchase Intention, Purchase Decisions

Abstract

The rapid growth of e-commerce has boosted the digital business climate but also intensified market competition. To stay competitive, businesses must go beyond technology by innovating their sales strategies, particularly in electronic products—the top-selling category in Indonesian e-commerce in 2023. This study analyzes how Influencers and Online Customer Reviews affect electronic product purchasing decisions in e-commerce, with Purchase Intention as a mediating variable. The population of this study consists of residents of Denpasar City who have made electronic product purchases through e-commerce platforms. The research method used is a survey, with data collected through questionnaires distributed to 160 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results of the study show that Influencers have a positive and significant effect on both purchase intention and purchase decisions. Online Customer Reviews have a negative and significant effect on purchase decisions, but a positive and significant effect on purchase intention. The findings also indicate that purchase intention serves as a partial mediator in the relationship between Influencers and Online Customer Reviews on the purchase decisions of electronic products in e-commerce. These findings provide valuable insights for digital business players in designing more effective marketing strategies by utilizing Influencers and Online Customer Reviews to enhance purchase decisions for electronic products in e-commerce.

Downloads

Download data is not yet available.

References

Agustin & Amron. 2022. Pengaruh Influencer Marketing Dan Persepsi Harga Terhadap Minat Beli Skincare Pada Tiktok Shop. Kinerja, 5(01), pp.49-61.

Agustina & Transistari. 2023. The Effect of Online customer reviews, Online Customer Ratings, and Influencers on Purchase Decisions. Telaah Bisnis Jurnal, Vol. 24, Issue 1, 83-92.

Al Hafizi, N.A. and Ali, H., 2021. Purchase Intention and Purchase Decision Model: Multi Channel Marketing and Discount on Medcom. Id Online News Portal. Dinasti International Journal of Digital Business Management, 2(3), pp.460-470.

Andrian, dkk. 2022. Perilaku Konsumen. Malang. Rena Cipta Mandiri.

Arief, mustikowati, chrismardani. 2023. Why customers buy an online product? The effects of advertising attractiveness, Influencer marketing and online customer reviews. LBS Journal of Management & Research, Vol. 21 No. 1.

Carter, D. 2016. Hustle and Brand: The Sociotechnical Shaping of Influence. Social Media and Society, 2(3).

Chasanah & Saino. 2022. The Effect Digital Content Marketing And Product Quality On Purchasing Decisions Through Buying Interest As Intervening Variable. Jurnal Mantik, 6 (1) (2022) 551-559.

Dewi, W.A. and Fikriah, N.L., 2024. Pengaruh Content Marketing, Live Streaming, dan Online Customer Review terhadap Purchase Intention. Religion Education Social Laa Roiba Journal, 6, p.3036.

Dompe, M. 2016. The Rise of the Influencer: How to Partner with Influencers to Build Your Brand and Boost Your Business. New York: McGraw-Hill

Fajrina. 2024. Pengaruh Online Consumer Review Terhadap Minat Beli dan Keputusan Pembelian Pada Konsumen Tokopedia. Journal Of Social Science Research, Volume 4 Nomor 1, Page 10442-10453.

Fatekhah. 2021. Pengaruh Online customer review, Rating, Dan Promo Gratis Ongkos Kirim Terhadap Keputusan Pembelian Pada Marketplace Shopee. Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta.

Fatma. 2020. Jurnal Mitra Manajemen ( JMM Online ). J. Mitra Manaj., vol. 4, no. 11, pp. 1651–1663.

Gunawan, Didik. 2022. Keputusan pembelian konsumen Marketplace Shopee Berbasis Sosial Media Marketing. Padang Sidimpuan: PT Inovasi Pratama Internasional.

Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. 2019. Analisis Statistik Multivariat: Sebuah Pendekatan Berorientasi Aplikasi (Edisi 8). Jakarta: Prestasi Pustaka.

Handayani, H. 2023. Implementasi Sosial Media Influencer terhadap Minat Beli Konsumen: Pendekatan Digital Marketing. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 6(1), pp.918-930.

Hodijah, C., Intan, A. J. M., Solihah, R., & Maria, S. 2021. The Role of Influencer Marketing to Improve Organizational Performance and its Impact on Purchasing Decisions. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(3), 4380–4390.

Indiani & Fahik. 2020. Conversion of Online Purchase Intention into Actual Purchase: The Moderating Role of Transaction Security and Convenience. Verslas: Teorija ir praktika / Business: Theory and Practice, Volume 21 Issue 1

Kadekova, Z., & Hoilencinova, M. 2018. Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2), 90-104.

Kusumatrisna, A. L., et al. 2023. Statistik eCommerce 2022/2023. Jakarta: Badan Pusat Statistik

Lestari, I., Manullang, M., Butar-Butar, R.S. and Daulay, Z.R., 2021. The Effect Of Brand Ambasador and Prices on The Purchase Decision Of Android Hand Phone Through Interest In Buying Consumers In Medan City. International Journal of Science, Technology & Management, 2(4), pp.1321-1326.

Magdalena, M., Zusmawati, Z., Algusri, J., Fernos, J. and Rozi, F., 2023. The Influence Of Price Perception, Promotion, And Online Customer Review On Consumer Buying Interest In Lazada E Commerce In Padang Utara District. Jurnal Apresiasi Ekonomi, 11(1), pp.41-48.

Nurrokhim & Widyastuti. 2021. Pengaruh social media marketing, online customer review, dan religiusitas terhadap keputusan pembelian konsumen shopee di masa pandemi Covid-19 dengan minat beli sebagai variabel intervening. Journal of Management and Digital Business, 1(2), 2021,122-134.

Pratiwi, D., Hermawati, A. and Kurniawati, D., 2023. Pengaruh Content Marketing, Influencer, Dan Free Ongkir Terhadap Minat Beli Konsumen Produk Fashion Pada Tiktokshop. JIMP: Jurnal Ilmiah Manajemen Pancasila, 3(1), pp.1-11.

Populix. 2023. Survei Populix: E-commerce Masih Jadi Pilihan untuk Belanja Produk Elektronik, Rumah Tangga, dan Kesehatan. https://info.populix.co/articles/platform-e-commerce/

Purnomo, Damayanti, Rohmawati, Lidiawati. 2023. Analisis Influencer Marketing, Viral Marketing Dan Online Customer Review Terhadap Keputusan Pembelian. Jurnal Pro Bisnis Vol. 16 No. 2

Prakoso & Rusdianto. 2023. Pengaruh Brand Image, Online Consumer Review, Dan Harga Terhadap Minat Beli Produk Smartphone Samsung. Management Studies and Entrepreneurship Journal. Vol 4(4) 2023 : 3615-3632

Rahayu & Sudarmiatin. 2022. Effects of Influencers on Social Media on Interest in Buying East Java Culinary. International Journal of Science, Technology & Management, 744-751.

Rifiani, P., Dharta, F.Y. and Oxcygentri, O. 2022. Pengaruh Endorse Influencer Fadil Jaidi Terhadap Minat Beli Konsumen. Jurnal Ilmiah Wahana Pendidikan, 8(12), pp.289-301.

Regina, R., Rini, E.S. and Sembiring, B.K.F., 2021. The effect of online customer review and promotion through e-trust on the purchase decision of Bukalapakin Medan City. International Journal of Research and Review, 8(8), pp.236-243.

Rusdiyanto, A.Q.N., Hidayanti, I. and Damayanti, R., 2022. The Effect Of Lifestyle And Store Atmosphere On Consumer Purchase Decisions Through Purchase Interest Of Indomaret In Ternate. Journal of Management and Islamic Finance, 2(1), pp.137-152.

Zak, S. and Hasprova, M., 2020. The role of influencers in the consumer decision-making process. In SHS web of conferences (Vol. 74, p. 03014). EDP Sciences.Sukma, A., Handayani, R., Oktaviani, D. and Hapsari, A.Y., 2023. The effect of product quality and information quality on buying decisions through purchase interest. Enrichment: Journal of Management, 13(3), pp.1933-1944.

Suryasaputra & Tomi. 2022. Trust as a Mediating Variable between Electronic Word of Mouth (E-Wom), Influencer on Consumer Buying Interest on Instagram @Kokobuncit Account in the Covid-19 Pandemic. Journal Sustainable Business and Society in Emerging Economies, Vol. 4, No. 4.

Wijaya, Andi, dkk. 2022. The Art Of Digital Marketing Strategi Pemasaran Generasi Milenial. Bandung: CV Media Sains Indonesia

Wilis & Faik. 2022. The Effect of Digital Marketing, Influencer Marketing and Online Customer Review on Purchase Decision: A Case Study of Cake Shop "Lu’miere". Petra International Journal Of Business Studies, Vol. 5, No. 2, Page 155–162.

Yodi, Widyastuti, Noor. 2020. The Effects Of Content And Influencer Marketing On Purchasing Decisions Of Fashion Erigo Company. Dinasti International Journal Of Economics, Finance & Accounting, Vol. 1, Issue 2.

Yudanegara, A., 2024. The Effect of Trust and Information Quality on Buying Decisions Through Purchase Interest:(Study Of Electronic Goods On Shopee Marketplace). Indonesian Journal of Economics and Management, 4(3), pp.369-379.