Analisis Pengaruh Daya Tarik Iklan, Influencer Marketing dan Online Customer Reviews Terhadap Keputusan Pembelian Elektronik Tokopedia

Ahmad Farhat ; Soelaeman Rasyid
Jurnal Riset Rumpun Ilmu Ekonomi 📅 2026 Vol 5, No 1 🔗 DOI: 10.55606/jurrie.v5i1.7153
Abstract
This study aims to examine the influence of advertising appeal, influencer marketing, and online customer reviews on purchasing decisions in Tokopedia’s e-commerce platform. The research applied a quantitative method using survey questionnaires distributed to 109 Tokopedia users in Jakarta. Data were analyzed using path analysis with SmartPLS. The results indicate that advertising appeal and influencer marketing significantly and positively affect purchasing decisions, while online customer reviews show no significant impact. These findings suggest that Tokopedia consumers, particularly in electronic products, are more influenced by attractive advertising and influencer endorsements than by online reviews. The study is limited by its sample size, geographic scope, and product focus on electronics. Future research is recommended to expand respondents and product categories for broader insights.
Keywords
Advertising Appeal Influencer Online Reviews Purchase Decision Tokopedia
How to Cite

Ahmad Farhat & Soelaeman Rasyid (2026). Analisis Pengaruh Daya Tarik Iklan, Influencer Marketing dan Online Customer Reviews Terhadap Keputusan Pembelian Elektronik Tokopedia. Jurnal Riset Rumpun Ilmu Ekonomi, 5(1). https://doi.org/10.55606/jurrie.v5i1.7153

Ahmad Farhat; Soelaeman Rasyid, "Analisis Pengaruh Daya Tarik Iklan, Influencer Marketing dan Online Customer Reviews Terhadap Keputusan Pembelian Elektronik Tokopedia," Jurnal Riset Rumpun Ilmu Ekonomi, vol. 5, no. 1, 2026.

Ahmad Farhat; Soelaeman Rasyid. "Analisis Pengaruh Daya Tarik Iklan, Influencer Marketing dan Online Customer Reviews Terhadap Keputusan Pembelian Elektronik Tokopedia." Jurnal Riset Rumpun Ilmu Ekonomi, vol. 5, no. 1, 2026.

Ahmad Farhat; Soelaeman Rasyid. "Analisis Pengaruh Daya Tarik Iklan, Influencer Marketing dan Online Customer Reviews Terhadap Keputusan Pembelian Elektronik Tokopedia." Jurnal Riset Rumpun Ilmu Ekonomi 5, no. 1 (2026).

Ahmad Farhat & Soelaeman Rasyid (2026) 'Analisis Pengaruh Daya Tarik Iklan, Influencer Marketing dan Online Customer Reviews Terhadap Keputusan Pembelian Elektronik Tokopedia', Jurnal Riset Rumpun Ilmu Ekonomi, 5(1). doi: 10.55606/jurrie.v5i1.7153.

Ahmad Farhat; Soelaeman Rasyid. Analisis Pengaruh Daya Tarik Iklan, Influencer Marketing dan Online Customer Reviews Terhadap Keputusan Pembelian Elektronik Tokopedia. Jurnal Riset Rumpun Ilmu Ekonomi. 2026;5(1).

Artikel Terkait

Kualitas Informasi, Keterlibatan Kerja, dan Gaya Kepemimpinan sebagai Faktor Penentu Efektivitas Pengambilan Keputusan Organisasional

Mardikaningsih, Rahayu; Sifa, Nur Vianti Lailatus

Transformasi Pemasaran Digital Terhadap Pembentukan Keunggulan Bersaing dalam Analisis Ekonomi Industri Melalui Struktur Pasar Digital

Anisa Puspita Dewi; Itmam Saputra; Daffa Irfan Zain; Naerul Edwin Kiky Aprianto

Pengaruh Kualitas Pelayanan Posyandu Terhadap Kepuasan Ibu Balita di Posyandu Melati Mekar Desa Margajaya Kecamatan Ngamprah

Fitriyah, Anis; Fauziya, Fizi

Pengaruh Kemampuan Kerja dan Motivasi Kerja Terhadap Kinerja Karyawan di Hotel Naripan

Santy, Neng; Fauziya, Fizi

Pengaruh Etika, Pengalaman Auditor, dan Situasi Audit Terhadap Ketepatan Pemberian Opini Akuntan Publik di Jakarta Selatan

Andhika Aria Bhava; Nofryanti, Nofryanti

Analisis Audit Manajemen Pengadaan Barang dan Jasa pada Kasus Bakti Kominfo Berdasarkan Perspektif Kepatuhan Regulasi

Wanda Dea Khairani; Aprita Ravenna Ginting; Cindy Aulia Rusli; Riska Harianingsih; Choms Gary Ganda Tua Sibarani
Tren Sitasi Jurnal