Influence of Influencer Marketing Strategy and Online Customer Reviews on Purchase Intention of Sociolla Customer (Case Study on AB Students at Polines 2018 – 2019)

Qonitah Iffah R; Umar - Farouk; Jati - Nugroho

doi:10.32497/jobs.v8i2.4103

Influence of Influencer Marketing Strategy and Online Customer Reviews on Purchase Intention of Sociolla Customer (Case Study on AB Students at Polines 2018 – 2019)

Qonitah Iffah R, Umar Farouk, Jati Nugroho

Abstract

This study aims to determine and analyze the influence of influencer marketing strategies and online customer reviews on purchase intention of Sociolla users. The population in this study were students of the Semarang State Polytechnic Department of Business Administration in the 2018 - 2019 batch, which amounted to 376 students. The number of samples as many as 80 respondents with sampling using purposive sampling technique. The type of this research is quantitative research and data collection in this research is literature study and questionnaires. The scale used in this research questionnaire is the Likert scale. The analytical method used is descriptive analysis, instrument test, classical assumption test, homepage linear regression analysis method, and hypothesis testing. Calculations were carried out using SPSS software. Based on the calculation of the regression equation, namely Y = 0.940 + 0.2740X1 + 0.342X2. So it can be said that influencer marketing (X1) and online customer reviews (X2) have a significant effect on purchase intention (Y).

Keywords

Influencer Marketing, Online Customer Review, Purchase Intention

Full Text:

PDF

References

Adani, Muhammad Robith. 2020. “Pengenalan Konsep Marketing Mix 7P Dalam Pemasaran Produk Bisnis.” November 25, 2020.

Alifa, Rieza Nur, and Marheni Eka Saputri. 2022. “Impact Of Influencer Marketing And Omni-Channel Strategies On Consumer Purchase Intention On Sociolla Pengaruh Influencer Marketing Dan Strategi Omni-Channel Terhadap Purchase Intention Konsumen Pada Sociolla.” Jurnal Ekonomi Dan Perbankan 7 (1): 64–74. http://e-journal.stie-aub.ac.id/index.php/probank.

Andi.Link. 2022. “Hootsuite (We Are Social): Indonesian DIgital Report 2022.” 2022.

Arif, Mukhamad Sofyan. 2018. “Perceived EWOM: Sebagai Faktor Analisis Dalam Menentukan Kredibilitas Dan EWOM Bagi Wisatawan Pada Forum Diskusi Online Subforum OANC Dan Travellers.” Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 1–23.

Cheung, Christy M.K., and Dimple R. Thadani. 2012. “The Impact of Electronic Word of Mouth Communication: A Literature Analysis and Integrative Model.” Decision Support Systems 54 (1): 461–70. https://doi.org/10.1016/j.dss.2012.06.008.

CNN Indonesia. 2020. “BPOM Sita Kosmetik Palsu Korea Dan China Senilai Rp10,8 M.” December 22, 2020.

Dwidienawati, Diena, David Tjahjana, Sri Bramantoro Abdinagoro, Dyah Gandasari, and Munawaroh. 2020. “Customer Review or Influencer Endorsement: Which One Influences Purchase Intention More?” Heliyon 6 (11): 1–11. https://doi.org/10.1016/j.heliyon.2020.e05543.

Elwalda, Abdulaziz. 2016. “Perceived Derived Attributes of Online Customer Reviews CORE View Metadata, Citation and Similar Papers at Core.” Uxbridge.

Filieri, Raffaele, and Fraser McLeay. 2014. “E-WOM and Accommodation: An Analysis of the Factors That Influence Travelers’ Adoption of Information from Online Reviews.” Journal of Travel Research 53 (1): 44–57. https://doi.org/10.1177/0047287513481274.

Firmansyah, Anang. 2019. Pemasaran Produk Dan Merek (Planning & Strategy). Vol. 1.———. 2020. Komunikasi Pemasaran.

Hennig-Thurau, Thorsten, Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D.

Gremler. 2004. Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing. Vol. 18. Elsevier Inc. https://doi.org/10.1002/dir.10073

DOI: http://dx.doi.org/10.32497/jobs.v8i2.4103

Refbacks

There are currently no refbacks.

Lihat Statistik Saya

Username
Password
Remember me