Dampak Advertising, Influencer, dan Ulasan Online terhadap Keputusan Pembelian Shopee di Jakarta Barat

Abstract

Penelitian ini ditujukan dengan maksud menguji pengaruh advertising attractiveness, influencer marketing dan online customer review terhadap purchase decision pengguna E-commerce Shopee di Jakarta Barat. Peneliti menggunakan 135 responden yang merupakan mahasiswa aktif Universitas Tarumanagara dan Universitas Bina Nusantara yang berbelanja menggunakan Shopee. Data diolah menggunakan perangkat lunak SmartPLS 4 dengan analisis data, seperti uji validitas dan reliabilitas; koefisien determinasi; ukuran efek; dan pengujian hipotesis bootstrap. Hasil penelitian menyatakan bahwa advertising attractiveness, influencer marketing, dan online customer reviews berpengaruh positif dan signifikan terhadap purchase decision konsumen E-commerce di Jakarta Barat.   This study aims to examine the effect of advertising attractiveness, influencer marketing and online customer reviews on the purchase decision of Shopee E-commerce users in West Jakarta. Researchers used 135 respondents who are active students of Tarumanagara University and Bina Nusantara University who shop using Shopee. The data were processed using SmartPLS 4 software with data analysis, such as validity and reliability tests; coefficient of determination; effect size; and bootstrap hypothesis testing. The results stated that advertising attractiveness, influencer marketing, and online customer reviews have a positive and significant effect on the purchase decision of E-commerce consumers in West Jakarta.