The Influence of Advertising and Influencer Reviews on Purchasing Decisions of DeeVa

  • Liliana Dewi Universitas Ciputra
  • Brennadiva Anataya
  • Dina Hidni Universitas Ciputra
DOI: https://doi.org/10.37477/bip.v16i1.506
Keywords: Advertising, Influencer Review, Purchasing Decisions

Abstract

Shopee menjadi situs e-commerce yang paling banyak diminati di Indonesia pada tahun 2022. Produk perawatan kulit wajah dan tubuh menjadi kategori produk yang banyak diminati sejak tahun 2019 dan memiliki market share sebesar 42.9% pada kategori kecantikan di platform Shopee. Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh advertising dan influencer review terhadap purchasing decision di e-commerce Shopee DeeVa Derma Soft Skin. Metode pengumpulan data menggunakan kuesioner terhadap 165 responden yang merupakan konsumen dari DeeVa dengan bantuan SPSS. Urgensi penelitian yaitu belum pernah dilakukan penelitian dengan variabel serupa pada e-commerce Shopee DeeVa Derma Soft Skin. Hasil hipotesis menunjukkan bahwa advertising dan influencer review memiliki pengaruh positif dan signifikan terhadap purchasing decision di e-commerce Shopee.

Published
2024-01-30
How to Cite
Dewi, L., Anataya, B., & Hidni, D. (2024). The Influence of Advertising and Influencer Reviews on Purchasing Decisions of DeeVa. BIP’s JURNAL BISNIS PERSPEKTIF, 16(1), 1 - 14. https://doi.org/10.37477/bip.v16i1.506
Issue
Vol. 16 No. 1 (2024): Januari
Section
Articles

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