PENGARUH INFLUENCER MARKETING, WORD OF MOUTH, DAN CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aimed to determine and analyze the effect of influencer marketing, word of mouth, and customer reviews on the purchasing decisions at Tokopedia Marketplace in Surabaya. The research was quantitative. Moreover, the population was consumers who purchased at Tokopedia Marketplace in Surabaya, which has an infinite population. In line with that, there were 100 respondents. Furthermore, purposive sampling was used as the data collection technique. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed to the respondents who were users of Tokopedia in Surabaya. Additionally, there were multiple linear regression with SPSS 26. The result showed that influencer marketing, word of mouth, and customer reviews had a significantly positive effect on the purchasing decisions at Tokopedia Marketplace in Surabaya. Due to the result of the determination coefficient (R Square), there was 0,640. It meant influencer marketing, word of mouth, and customer reviews affected the purchasing decision for 64%. Meanwhile, the rest of the 36% was affected by other variables which not included in the research.