Pengaruh Online Customer Review dan Social Media Marketing Instagram terhadap Keputusan Pembelian Make Over pada Marketplace Shopee
DOI:
https://doi.org/10.29313/bcsbm.v6i2.26307Keywords:
social media marketing, online customer review, keputusan pembelianAbstract
Abstract. In Indonesia, the growth of the global beauty industry has been driven by the increasing penetration of e-commerce, which has expanded consumer access to a wide range of beauty products. In this context, Social Media Marketing (SMM) and Online Customer Reviews (OCR) have emerged as two primary instruments in digital marketing, playing a significant role in influencing consumer behavior. This study aims to analyze the influence of Social Media Marketing and Online Customer Reviews on purchasing decisions for Make Over products on Shopee. The study employs a quantitative approach, with data collected through a survey method. The sampling technique used was accidental sampling, involving a total of 200 respondents. The data were analyzed using multiple linear regression analysis. The results indicate that both independent variables have a positive influence on purchasing decisions. Partially, SMM was found to have a significant effect on purchasing decisions, while OCR also demonstrated a significant effect. Simultaneously, both variables exert a very strong influence on purchasing decisions.
Abstrak. Di Indonesia, pertumbuhan industri kecantikan global didorong oleh meningkatnya penetrasi e-commerce yang memperluas akses konsumen terhadap berbagai produk kecantikan. Dalam konteks tersebut, Social Media Marketing (SMM) dan Online Customer Review (OCR) berkembang menjadi dua instrumen utama dalam pemasaran digital yang memiliki peran penting dalam memengaruhi perilaku konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Online Customer Review terhadap keputusan pembelian produk Make Over di Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui survei. Teknik pengambilan sampel dilakukan dengan teknik accidental sampling, dengan jumlah responden sebanyak 200 orang. Teknik analisis data yang digunakan adalah analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa kedua variabel independen memiliki pengaruh positif terhadap keputusan pembelian. Secara parsial, SMM terbukti berpengaruh signifikan terhadap keputusan pembelian, demikian pula OCR yang juga menunjukkan pengaruh signifikan. Secara simultan, kedua variabel memiliki pengaruh yang sangat kuat terhadap keputusan pembelian.
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