STRATEGI TERPADU: PERAN DIGITAL MARKETING DAN INFLUENCER MARKETING DALAM MENINGKATKAN PURCHASE INTENTION PADA INDUSTRI E-COMMERCE MELALUI ONLINE CUSTOMER REVIEWS

Faola Dwi  Saputri; Edwin Zusrony; Tantik  Sumarlin

doi:10.34127/jrlab.v15i2.2198

Authors

Faola Dwi Saputri Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0004-2625-9018
Edwin Zusrony Universitas Sains dan Teknologi Komputer https://orcid.org/0000-0002-7298-3283
Tantik Sumarlin Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0009-2372-0450

DOI:

https://doi.org/10.34127/jrlab.v15i2.2198

Keywords:

Digital Marketing, Influencer Marketing, Purchase Intention, Online Customer Review, E-commerce

Abstract

This study aims to analyze the influence of digital marketing and influencer marketing on consumer purchasing interest with online customer reviews as a mediating variable on e-commerce products. This study uses a quantitative approach with a survey method and involves 80 respondents from the Gen Z group living in Central Java Province aged 20-28 years and selected using a purposive sampling technique. The data analysis technique uses SEM-PLS and is processed using SmartPLS version 4.1.1.4. The results of the study prove that digital marketing and influencer marketing have a positive and significant impact on consumer purchasing interest in e-commerce products. Online customer reviews have a positive impact on purchasing interest and mediate the influence of digital marketing and influencer marketing on purchasing interest in e-commerce products. This finding confirms the importance of digital marketing and influencer marketing in increasing consumer purchasing interest in e-commerce products in the Central Java area.

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