The effect of advertising attractiveness, influencer marketing, online customer review, and brand image on purchase decision Somethinc
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Dec 22, 2023
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Abstract
The study analyzes the effect of Advertising attractiveness, Influencer Marketing, Online Customer Review, and Brand Image. They are using quantitative research with 100 respondents—the sampling technique of this research with purposive sampling. Primary data on this study was obtained from the dissemination of questionnaires online. The sample in this study is a student of Muhammadiyah University of Greece who is or has used and has made a purchase at least once on Somethinc products. The sampling is using non-probability sampling techniques. The data is processed using IBM SPSS Statistic 24. In this study, there was a positive and significant influence between the variables of Advertising attractiveness, Influencer Marketing, Online Customer Review, and Brand Image on the Purchase Decision of Somethinc products. If you see the double linear regression analysis result on the determination coefficient (R2), the result is adjusted R square = 0.611. It showed that purchasing decisions could be influenced by variables such as Advertising Attractiveness, Influencer Marketing, Online Customer Review, and Brand Image by 61%. In comparison, the remaining 39% were affected by other factors not found in this study
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How to Cite
Firnanda, A. A., & Krisnawati, W. (2023). The effect of advertising attractiveness, influencer marketing, online customer review, and brand image on purchase decision Somethinc. Enrichment : Journal of Management, 13(5), 3368-3376. https://doi.org/10.35335/enrichment.v13i5.1792
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Angkiriwang, D. I., Susanto, K. C., & Thio, S. (2018). Pengaruh Ulasan Online Di Tripadvisor Terhadap Minat Menginap Generasi Milenial Di Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 6(2), 452–468. http://publication.petra.ac.id/index.php/manajemen-perhotelan/article/view/7517
Arianty, N., & Andira, A. (2021). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Produk Helm LTD (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Sumatera Utara). Pendekatan. Jurnal Ilmiah Magister Manajemen, 4(1), 897.
Arief, M. (2017). Analisis Faktor-Faktor yang Mempengaruhi Minat Beli Kosmetik Pria pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Brawiajaya. Jurnal Ilmiah, 5(2), 1–12. http://repository.ub.ac.id/id/eprint/2740
Damayanti, R. S. (2019). Pengaruh Online Customer Review And Rating, E-Service Quality Dan Price Terhadap Minat Beli Pada Online Marketplace Shopee (Studi Empiris Pada Mahasiswa Universitas Muhammadyah Magelang). UMMagelang Conference Series, 684–693. https://journal.unimma.ac.id/index.php/conference/article/view/3559
Dewi, L. K. C., Antari, S., & Aardana, T. D. (2022). Pengaruh Marketing Mix 4C Dan Brand Image Terhadap Purchase Decision Pada Produk Bir Bintang Di Bali. Relasi Jurnal Ekonomi, XVIII(2), 44–55.
Fitri, S., & Erdiansyah, R. (2022). Analisis Pengaruh Daya Tarik Iklan, Kualitas Pesan Iklan, dan Selebriti Endorser terhadap Keputusan Pembelian Uniqlo. Prologia, 6(1), 154. https://doi.org/10.24912/pr.v6i1.10373
Ghozali. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Universitas Diponegoro.
Jacob, A. A., Lapian, S. L. H. V. J., & Mandagie, Y. (2018). The Influence Of Ad Attraction And Product Image To The Purchasing Decision Of Chitato Chips Product In The Student Feb Unsrat. Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(2), 988–997.
Khairinal. (2016). Menyusun Proposal Skripsi, Tesis, & Disertasi. Salim.
Kotler, P., & Keller, K. L. (2016). Marketing Management.
Latief, F., & Ayustira, N. (2020). Pengaruh Online Costumer Review dan Customer Rating terhadap Keputusan Pembelian Produk Kosmetik di Sociolla. Jurnal Mirai Managemnt, 6(1), 139–154.
Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer Marketing terhadap Keputusan Pembelian (Studi pada Elzatta Hijab Garut). Prismakom, 18(1), 33–38. http://www.jurnal.stieyasaanggana.ac.id/index.php/yasaanggana/article/download/69/41
Maharani, B. B., Prabawani, B., & Listyorini, S. (2015). Analisis faktor-faktor yang mempengaruhi konsumen dalam membeli produk pembalut wanita softex hello kitty. Jurnal Ilmu Administrasi Bisnis, 4(4), 184–190.
Nurfadila, S. (2020). Impact of Influencers in Consumer Decision Process: The Fashion Industry. Interdisciplinary Journal on Law, Social Sciences and Humanities, 1(2), 1. https://doi.org/10.19184/ijl.v1i1.19146
Nurjaya, N., Erlangga, H., Oktarini, R., Sunarsi, D., & Jasmani, J. (2021). Pengaruh Brand Image Terhadap Keputusan Pembelian Pada PT. Wahana Motor Di Wilayah Cianjur. Jurnal Ilmiah PERKUSI, 1(2), 291. https://doi.org/10.32493/j.perkusi.v1i2.11044
Prasetya, A. Y., Astono, A. D., & Ristianawati, Y. (2020). Analisa Strategi Pengaruh Influencer Marketing di Social Media, Online Advertising, dan Content Marketing Terhadap Keputusan Pembelian (Studi Kasus Pada Toko Online Zalora). 11(November), 258–270.
Puspitaningrum, N. D., Khoiriyah, M. H., Muntaz, A. P., Zikrina, K., & Fahmy, Z. (2023). The Effect of Advertising Attractiveness on Instagram on Purchase Decisions on. 1(6), 6–10.
Ramadan, F., Hafid, H., & Muhammadiyah, S. (2021). Pengaruh online customer review dan e-service quality terhadap keputusan pembelian melalui marketplace. Forum Ekonomi, 23(3), 405–412. http://journal.feb.unmul.ac.id/index.php/FORUMEKONOMI
Riyadini, N. G., & Krisnawati, W. (2022). Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on Shopee. Interdisciplinary Social Studies, 1(6), 733–741. https://doi.org/10.55324/iss.v1i6.149
Riyanto, S., & Hatmawan, A. A. (2020). Metode Riset Penelitian Kuantitatif Prnrlitian di Bidang Manajemen, Teknik, Pendidikan, dan Eksperimen. In Metode Penelitian Kualitatif&Kuantitaif.
Sari, W. H. P. (2022). Pengaruh Promosi, Online Customer Review, Dan Online Customer Rating Terhadap Keputusan Pembelian (Studi Pada Pengguna Marketplace Shopee Di Indonesia.
Schiffman, L. G., & Wiseblit, J. (2019). Consumer Behavior (12th editi). Pearson Education.
Stascia, C., & Tondok, S. M. (2019). Hubungan Antara Konsep Diri Dengan Fungsi Psikologis Make-Up Pada Masa Emerging Adulthood. Calyptra: Jurnal Ilmiah Mahasiswa Universitas Surabaya, 7(2), 3753–3768.
Sugiyono, P. D. (2022). Metode Penelitian: Kuantitatif, Kualitatif, dan R&D.
Wahyudin, U., & Purwaningwulan, M. M. (2017). Konsumerisme pada Iklan Majalah Perempuan. Jurnal Ilmu Politik Dan Komunikasi, 7(1), 1–10. https://repository.unikom.ac.id/52365/
Yohanes, K., Suharyati, S., & Ediwarman, E. (2021). Pengaruh Influencer Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Street Boba. Prosiding SENAPENMAS, 1339. https://doi.org/10.24912/psenapenmas.v0i0.15205