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This research investigates how celebrity endorsements, customer reviews, and pricing affect consumers’ intention to purchase Scarlett Whitening products. Amid intense competition in the skincare industry, firms are required to focus not only on product features but also on psychological and perceptual aspects that influence consumer behavior. Celebrity endorsers contribute to strengthening brand trust, customer reviews offer insight based on user experiences, while price reflects consumers’ perceived value of the product. This study adopts a quantitative explanatory design, with data obtained from 204 respondents through structured questionnaires using a five-point Likert scale. The collected data were analyzed using multiple linear regression with SPSS version 26. The findings indicate that celebrity endorsers, customer reviews, and price have both simultaneous and individual positive and significant impacts on purchase intention. An adjusted R-square value of 0.274 suggests that these variables account for 27.4% of the variation in consumers’ purchase intention. Overall, the results highlight that appropriate endorsements, trustworthy reviews, and competitive pricing collectively enhance consumers’ intention to purchase Scarlett Whitening products

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.

This research aims to examine the influence of Brand Awareness, Social Media Marketing, and Online Customer Reviews on the purchasing decisions of Hijab Azzura among the community of Garu II Harjosari I Medan Amplas. This study uses a quantitative research method with a questionnaire research design. The subject of this research is Hijab Azzura, and the object of the study is consumers who purchase Hijab Azzura, totaling 97 respondents. Data collection techniques include observation, questionnaires, and documentation. Data analysis techniques involve validity tests, reliability tests, and classical assumption tests. The data analysis method used is multiple linear regression with the assistance of SPSS 25 software. The t-test results show that Brand Awareness has a positive effect on purchasing decisions. Social Media Marketing has a positive effect on purchasing decisions. Online Customer Reviews also influence purchasing decisions. The F-test results indicate that Brand Awareness, Social Media Marketing, and Online Customer Reviews simultaneously affect the purchasing decisions of Hijab Azzura among the community of Garu II Harjosari I Medan Amplas, with an F calculated value of 12.781 > F table value of 2.700, and a significance value of 0.000 < 0.05. The adjusted coefficient of determination (R Square) is 0.292, meaning that 29.2% of the dependent variable can be explained by the independent variables, while the remaining 70.8% is explained by other variables outside the ones studied.    

TikTok Shop is a popular application that offers online shopping and interaction experiences for consumers. Marketers at TikTok Shop use various methods to encourage consumer decisions to make purchases. This study aims to determine the effect of celebrity endorsers, online customer reviews, and viral marketing on purchasing decisions for TikTok Shop e-commerce products. This study uses a quantitative method with a survey approach by providing questionnaires to respondents. The population studied was all people in Semarang City who have the TikTok Shop application and have purchased products through the application. A sample of 112 people was taken using the convenience sampling technique. Data were obtained through questionnaires and analyzed using multiple linear regression analysis, F test, R2 test, and t test. The results of the study indicate that celebrity endorsements have a positive and significant effect on consumer purchasing decisions for Tiktok Shop users in Semarang City. The increasing use of celebrity endorsements will encourage consumer decisions to buy. Online customer reviews have a positive and significant effect on consumer purchasing decisions for Tiktok Shop users in Semarang City. The more positive online customer reviews, the more it will encourage consumer decisions to buy. Viral marketing has a positive and significant effect on consumer purchasing decisions for Tiktok Shop users in Semarang City. The increasing use of viral marketing will encourage consumer decisions to buy.  

This study is intended to identify the impact of Online Customer Reviews and Product Quality Perceptions on Skintific Purchase Decisions on TikTok Shop. This study applies a quantitative approach through causal methods. Involving 96 respondents who have purchased and used Skintific products on the platform. Data analysis was carried out through the stages of classical assumption tests (normality, multicollinearity, and heteroscedasticity), and used multiple linear regression to test the research hypothesis. The findings show that online customer reviews and product quality perceptions have a positive and significant influence on purchase decisions, both when tested individually and together. The adjusted coefficient of determination (Adjusted R²) reaches 0.875, which means that 87.5% of the variation in purchase decisions can be explained by the two independent variables, while the remaining 12.5% is influenced by external elements outside of this model. Among the two variables studied, Online Customer Reviews were proven to have a dominant influence on Purchase Decisions, with a higher Beta value than Product Quality Perception. This conclusion emphasizes that positive reviews from customers and a good view of product quality are the main drivers for consumers to purchase Skintific products on TikTok Shop. Thus, companies are advised to maintain product reputation through consistent quality as well as optimize digital communication strategies based on customer reviews to improve consumer purchasing decisions.

This study aims to analyze the impact of content marketing, influencer marketing, and online customer reviews on the purchasing interest in Skintific products on TikTok among Generation Z students of the Bachelor of Management program at Universitas Semarang. Primary data was collected through a Google Form questionnaire distributed to Generation Z students using purposive sampling technique, based on the criteria of Generation Z age, active TikTok users, and familiarity with Skintific products. A quantitative approach was applied using multiple linear regression analysis after validity, reliability, normality, multicollinearity, and heteroscedasticity tests met the requirements. The results show that content marketing, influencer marketing, and online customer reviews individually have a significant positive effect on purchasing interest in Skintific products. Simultaneously, these three variables significantly influence purchasing interest, with a strong contribution. These findings imply that an integrated digital marketing strategy involving content marketing, influencer marketing, and online customer reviews is effective in increasing purchasing interest among Generation Z students on TikTok. This provides valuable insights for companies in designing more effective digital marketing campaigns to attract young consumers through social media platforms.

The rapid expansion of e-commerce in Indonesia has resulted in a significant rise in the number of customer reviews, which serve as a valuable source of insight for understanding consumer satisfaction. This study aims to classify or identify sentiments from product reviews on the Tokopedia platform into three categories, using the Support Vector Machine algorithm. The classification method data were ethically collected through web scraping and include review text, ratings, and the number of “likes.”  The preprocessing stage involved several NLP techniques such as pre-procesesing data representation was generated using the Term Frequency–Inverse Document Frequency method, while the issue of class imbalance was addressed using the Synthetic Minority Over-sampling Technique.  Based on the test results, the SVM model achieved an accuracy of 79.48% on the test data using a linear kernel, showing the best performance in classifying positive sentiments. However, the classification of neutral and negative sentiments still requires improvement. This study demonstrates that the combination of the TF-IDF method, additional numerical features, and data balancing techniques can produce an an efficient sentiment analysis model within the e-commerce domain.

The rapid growth of Indonesia's tourism sector, especially in East Java, has increasingly created fierce competition between local culinary brands. Steamed coating product Surabaya, as one of the leading souvenirs, appears on a solid brand awerness representation with an authentic customer experience. This study empirically examines the influence of Brand Awareness and Customer Review on the Purchase Decision of Steamed Layer Products of Surabaya Heroes. A causal quantitative approach was applied by purposive sampling on 96 offline and online buyer respondents. Primary data was obtained through questionnaires, analyzed using multiple linear regression supported by validity, reliability, classical assumptions, and hypothesis tests. The results showed that there was a simultaneous positive influence of the two variables on the purchase decision (F = 92.484; Sig. = 0.000). Partially, Brand Awareness (t = 6.457; β = 0.485) was more dominant than Customer Reviews (t = 5.685; β = 0.427). Adjusted R² = 0.658 explains 65.8% of the variation in purchasing decisions, with the rest by other factors. These findings underscore the urgency of brand equity and digital management reviews to build consumer trust as well as competitive advantage.

Micro, small, and medium enterprises (MSMEs) play an important role in the Indonesian economy, both in creating jobs and strengthening the national economy. However, amid the rapid pace of digital technology development, MSMEs cannot rely solely on traditional methods such as manual or offline marketing. Indonesia is a country with a Muslim majority population. This presents a huge opportunity for the Muslim fashion industry, including the Nibras brand located in Sooko Mojokerto. This study aims to examine in depth the application of sharia marketing strategies through the 7Ps at Nibras House Sooko Mojokerto, as well as its implementation in digital marketing. The research method used a descriptive qualitative approach through interviews with the owner and employees of Nibras House Sooko Mojokerto. The results show that Nibras House Sooko Mojokerto has implemented sharia principles in all aspects of marketing with sharia-compliant products, fair prices, honest promotions, strategic locations, good staff, fast and responsive service processes, and good customer reviews. Additionally, Nibras House Sooko Mojokerto utilizes digital marketing through e-commerce and social media to expand its market and strengthen its competitiveness against new Muslim brands.

The food and beverage (F&B) industry in Indonesia has experienced rapid growth, particularly in the ice cream and frozen dessert subsector, marked by increasing sales and intensifying competition. This development requires businesses, including Mixue, to implement effective marketing strategies through the integration of digital and physical channels (Omnichannel Marketing), product assortment, and online customer reviews. This study employs a quantitative causal-associative approach using survey questionnaires analyzed with multiple linear regression to examine the influence of these variables on Mixue consumers’ purchase intention in Medan. The results indicate that Omnichannel Marketing and online customer reviews have a positive and significant effect on purchase intention, while product assortment has a positive but non-significant effect. The dominant indicator in purchase intention is exploratory interest, where consumers actively seek information and try new products. These findings emphasize that channel integration, information transparency, and product quality are key factors in enhancing consumer engagement and loyalty. Recommendations include strengthening omnichannel strategies, actively managing digital reviews, and innovating seasonal products to maintain purchase intention and expand market share.

This study examines the influence of online customer reviews and customer satisfaction on repurchase intention for Erigo fashion products sold on Shopee. The research is motivated by the rapid growth of local fashion sales on e-commerce platforms, yet the Erigo brand shows relatively low repurchase intention despite receiving many positive ratings. This gap between consumer expectations and actual experiences highlights the importance of satisfaction in driving loyalty. The study adopts a quantitative approach with descriptive and verificative methods. The population consists of Shopee consumers who have purchased Erigo products, with purposive sampling applied. A total of 362 valid responses were analyzed after outlier removal from 385 initial respondents. Descriptive results indicate that online customer reviews are categorized as very high (4.40), customer satisfaction as high (4.08), and repurchase intention as good (3.95). The findings show that online customer reviews contribute 47.70%, customer satisfaction 57.10%, and both variables jointly 59.60% to repurchase intention. Hypothesis testing confirms significant partial and simultaneous effects of both predictors on repurchase intention.

The increasing prevalence of online customer reviews has made them a critical component in consumer decision-making processes, particularly in the food and beverage sector. These reviews serve as valuable feedback, influencing both the assessment of product quality and the establishment of consumer trust. In the context of Burger Bangor in Gianyar Regency, this study aims to examine the mediating role of trust in the relationship between online customer reviews and purchasing decisions. Using a purposive sampling technique, an online survey was distributed to 100 respondents who had previously purchased Burger Bangor products. The data collected were analyzed using path analysis to test the proposed hypotheses. The findings reveal that online customer reviews significantly influence purchasing decisions by positively enhancing consumer trust. Furthermore, trust itself was found to have a strong positive effect on purchasing decisions and partially mediates the relationship between online reviews and purchasing decisions. These results highlight the importance of effectively managing online customer reviews as they not only provide crucial information to potential buyers but also play a pivotal role in building trust, which in turn influences consumer purchasing behavior. For Burger Bangor, actively responding to and leveraging these reviews can be an essential strategy for improving customer trust and increasing purchase intentions, ultimately contributing to sustained competitiveness in the food and beverage industry.

The rapid development of digital technology has significantly transformed consumer behavior, making online applications the primary channel for interaction and transactions. These applications provide convenience for consumers to access various products and services quickly and efficiently. In this context, the quality of service provided, along with the rating and reviews shared online, plays a crucial role in influencing purchasing decisions. For instance, the Fore Coffee app allows consumers to leave reviews and ratings, which can influence other consumers in selecting the desired products or services. These factors are essential in increasing customers' purchase intention, as consumers tend to rely on the experiences of others as references when making decisions. This study uses a quantitative approach by distributing questionnaires to consumers of the Fore Coffee app in West Surabaya. The study aims to determine the extent to which service quality, ratings, and reviews affect consumers' purchase intentions. The data collected were then processed using SPSS version 20 to conduct validity tests, reliability tests, multiple linear regression, and t-tests. Validity and reliability tests were conducted to ensure that the instruments used in this research accurately and consistently measure the relevant variables. Multiple linear regression was used to analyze the relationship between the independent variables (service quality, ratings, and reviews) and the dependent variable (purchase intention). Meanwhile, t-tests were used to examine the significant impact of each variable on purchase intention. The findings of this study can provide valuable insights for Fore Coffee in formulating more effective marketing strategies. The results indicate that service quality, ratings, and reviews significantly influence consumers' purchase intentions. With this understanding, Fore Coffee can improve the customer experience and strengthen its competitive position in an increasingly competitive market.

This study aims to reveal the influence of various factors in digital marketing on consumer purchases on the TikTok Shop platform. This study specifically aims to assess the impact of content marketing and online customer reviews on purchasing decisions with customer trust as an intervening variable on TikTok Shop customer in Pati. This study uses a quantitative method. The population studied was TikTok Shop consumers in the Pati area, with an unknown number. A total of 97 respondents were sampled through a non-probability sampling technique with a purposive sampling approach. Data analysis was carried out using SmartPls 3 software. The results of the study showed that content marketing had an influence on purchasing decisions, while online customer reviews did not have a significant influence. In addition, content marketing and online customer reviews had an effect on purchasing decisions. However, customer trust was not proven to influence purchasing decisions. Content marketing and online customer reviews also had no influence on purchasing decisions through customer trust as an intervening variable on TikTok Shop customer in Pati.

This study aims to analyze the influence of Online Customer Review and Online Customer Rating on the Loyalty of Gen Z consumers on the Shopee e-commerce platform in Medan City. The research method used is quantitative with a sample size of 55 respondents. Data were analyzed using multiple linear regression with the assistance of SPSS version 26. Validity and reliability tests indicated that the research instruments were valid and reliable. Classical assumption tests, including normality, multicollinearity, and heteroscedasticity, were met. The regression analysis results showed that Online Customer Review and Online Customer Rating have a positive and significant effect on Consumer Loyalty, both partially and simultaneously. The Adjusted R Square value of 0.263 indicates that these two variables explain 26.3% of the variation in consumer loyalty.

Consumer behavior, especially in online shopping, has evolved significantly due to advances in digital technology. The researcher aims to examine how price and product quality affect customer purchases on Tokopedia. A quantitative research approach was used, involving 52 active Tokopedia users as respondents. Data were analyzed using multiple linear regression through IBM SPSS version 29. The findings show that product quality and price have a significant influence and lead to a positive impact in shaping consumer purchasing decisions. Between the two, price has a greater influence, with a coefficient value of 0.413 compared to 0.272 for product quality. The R² value of 0.419 indicates that both elements contribute 41.9% of the variance in purchasing decisions. These results highlight the importance of a competitive pricing strategy and providing products that meet customer expectations to drive sales on digital platforms. However, other elements such as customer reviews, service quality, and seller reputation should also be considered to support better purchasing decisions.

This study investigates the impact of live streaming, promotions, and online customer reviews on purchasing decisions among users of the Tokopedia platform in Indonesia. The rapid development of the internet, particularly during the COVID-19 pandemic, has transformed consumer behavior, leading to increased adoption of digital shopping methods. Utilizing a quantitative research design, data were collected from 130 respondents who have engaged with Tokopedia's live streaming feature, Tokopedia Play. The findings reveal that both live streaming and promotional strategies significantly influence online reviews and purchasing decisions, with coefficients of 0.426 and 0.445, respectively. Online reviews also play a critical mediating role, enhancing the relationship between live streaming, promotions, and purchasing decisions. The demographic analysis indicates that younger consumers, particularly those aged 17-26, dominate the user base, highlighting the need for tailored marketing strategies. Despite the positive outcomes, challenges such as the digital divide and cybersecurity concerns persist, necessitating strategic measures to enhance digital literacy and secure online transactions. The study concludes that leveraging live streaming, promotions, and positive online reviews can significantly enhance consumer engagement and drive sales in the competitive e-commerce landscape of Indonesia. Future research should explore the long-term effects of these variables on consumer loyalty and the impact of emerging technologies on the e-commerce experience.

The advancement of information technology has shifted marketing strategies from conventional to digital platforms, with TikTok emerging as a key driver of modern consumer behavior, including impulse buying. This phenomenon is evident in the local perfume industry, such as SAFF & Co, which has successfully captured a significant market share through strong content strategies. This study aims to analyze thej nfluence of Content Marketing, Price Discount, and Online Customer Review on Impulse Buying of SAFF & Co perfume via the TikTok application in Surabaya. A quantitative associative approach was employed, using an online questionnaire distributed to 100 TikTok users who have purchased the product. The data were analyzed using multiple linear regression. The results indicate that Content Marketing and Price Discount have a positive and significant effect on Impulse Buying, while Online Customer Review does not show a significant partial effect. However, simultaneously, all three variables positively and significantly influence Impulse Buying. These findings imply that businesses can stimulate consumer impulse purchases through effective content and discount strategies, while the role of customer reviews still requires optimization to strengthen their psychological impact on consumer purchasing decisions in social media environments.

The purpose of this study is to determine the influence of Digital Marketing and Ticket Prices on Visit Decisions with the Customer Review moderation variable at the Sounds of Downtown Surabaya Concert. This study uses a quantitative method with a strategy using a survey, which has a total of 100 respondents with the result of distributing an e-questionnaire using a non-probability sampling technique with incidental sampling as the method. The analysis was carried out using statistical methods used to test the direct influence and moderation between the variables. This study shows that Digital Marketing has a significant effect on Visit Decisions with a significance value of 0.000. Likewise, the Ticket Price has an effect with a significance value of 0.034. The Customer Review variable was unable to moderate the influence of Digital Marketing and Ticket Prices on Visit Decisions with significance values of 0.097 and 0.667, respectively. With this research, it can be emphasized that Digital Marketing and Ticket Prices are able to drive Visit Decisions compared to Customer Reviews. Therefore, it is highly recommended for entrepreneurs who are already running a business in the entertainment/event industri or who are just starting out to encourage the optimization of Digital Marketing and periodically review the effectiveness of Ticket Prices and pay attention to the use of Customer Reviews in practice to motivate potential consumers or potential consumers.

The development of e-commerce and the internet requires business actors to be able to adapt, including in terms of marketing. Word of Mouth is a marketing strategy that is considered quite effective because it refers to human-to-human interaction through personal recommendations and positive experiences with something. In this era of social media, Online Customer Reviews are a form of evolution of Word of Mouth marketing. Online Customer Reviews utilize the power of Word of Mouth through digital platforms and have a significant impact in influencing consumer perceptions and purchasing decisions. This research uses several statistical tests to measure the reliability of the instruments and data. This research focuses on calculating the relationship between the Online Customer Review (X) and Purchase Decision (Y) variables at Shopee. The analysis results show a positive and significant correlation between the two, confirmed by simple linear regression and correlation tests. The findings confirm that Online Customer Reviews have a positive and significant influence on Consumer Purchasing Decisions. Therefore, sellers, especially on the Shopee marketplace, are expected to prioritize the quality of their products and services so that they can trigger good online customer reviews which then have an impact on increasing sales.