November 2026 Analisis Pengaruh Daya Tarik Iklan, Influencer Marketing, dan Online Customer Reviews Terhadap Keputusan Pembelian Pengguna Shopee
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Abstract
Perkembangan teknologi digital dan media sosial telah mengubah perilaku konsumen dalam memperoleh informasi serta melakukan keputusan pembelian secara daring. Dalam konteks e-commerce, perusahaan memanfaatkan berbagai strategi pemasaran digital, seperti daya tarik iklan, influencer marketing, dan online customer reviews untuk meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh advertising attractiveness, influencer marketing, dan online customer reviewsterhadap purchase decision pada pengguna e-commerce Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Teknik pengambilan sampel dilakukan menggunakan purposive sampling terhadap pengguna Shopee yang pernah melakukan transaksi pembelian dan memperoleh informasi produk melalui media sosial. Data dikumpulkan melalui penyebaran kuesioner dengan skala Likert lima poin dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis AMOS. Hasil penelitian diharapkan menunjukkan bahwa influencer marketingdan online customer reviews memiliki pengaruh positif terhadap keputusan pembelian, sedangkan advertising attractiveness diperkirakan memberikan pengaruh yang lebih rendah dibandingkan variabel lainnya. Selain itu, penelitian terdahulu menunjukkan bahwa influencer marketing mampu meningkatkan kepercayaan konsumen dan memperkuat kecenderungan konsumen dalam melakukan pembelian. Temuan penelitian ini diharapkan dapat memberikan kontribusi terhadap pengembangan literatur pemasaran digital serta menjadi bahan pertimbangan bagi perusahaan dalam merancang strategi pemasaran yang lebih efektif untuk meningkatkan keputusan pembelian konsumen pada platform e-commerce.
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