The Effect of Online Consumer Review, Social Media Advertisement, and Influencer Endorsement on Purchase Intention

Komara, Edi (2023) The Effect of Online Consumer Review, Social Media Advertisement, and Influencer Endorsement on Purchase Intention. Research of Economics and Business, 1 (2). pp. 76-85. ISSN 2987-1409 /e-ISSN 2987-1395

Text 1. SAN+REB+VOL+1+NO+2+79.pdf Download (318kB)

Abstract

This study aims to influence Online Consumer Reviews, Social Media Advertisements, and Influencer Endorsements on Purchase Intentions of Avoskin Skincare Products. This study used a descriptive research design approach with empirical data collected through an online survey of a sample of respondents in Jabodetabek. Empirical data are then processed using the Structural Equation Modeling approach to test some hypotheses proposed. This research is an expansion model, namely by developing existing research by replacing products from previous journals and adding brand loyalty variables. The results of this study, Online Consumer Review, do not affect purchasing intentions on Avoskin skincare products. Meanwhile, Social Media Advertisement and Influencer Endorsement positively affect the intention to buy Avoskin Skincare products. Subsequent studies can be tested using samples and other variables.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce > HF5001 Business
Divisions:	Prodi S1 Manajemen
Depositing User:	Mr. Edi Komara
Date Deposited:	13 Feb 2024 06:31
Last Modified:	13 Feb 2024 06:31
URI:	http://repository.ibs.ac.id/id/eprint/7573

Actions (login required)

View Item