relation: https://eprints.untirta.ac.id/49668/
title: PENGARUH ONLINE CUSTOMER REVIEW DAN INFLUENCER MARKETING PRODUK SKINCARE BRAND SOMETHINC PADA APLIKASI SHOPEE TERHADAP MINAT BELI MAHASISWA AKTIF UNTIRTA
creator: WIDYASTUTI, WIDYASTUTI
subject: Communication (General)
description: Digitalization and advancements in the internet have transformed consumer  interactions with brands, particularrly in the beauty industry. This study aims to  analyze the influence of online customer reviews (OCR) and influencer marketing  on the purchase intention of active students at Sultan Ageng Tirtayasa University  (UNTIRTA) toward Somethinc skincare products on the Shopee platform. Using a  quantitative approach, data was collected through a survey involving 394  respondents selected using the simple random sampling method. The research  variables include OCR and influencer marketing as independent variables and  purchase intention as the dependent variable. The findings indicate that OCR and  influencer marketing significantly influence purchase intention, both partially and  simultaneously. This study emphasizes the importance of digital marketing  strategies in enhancing product appeal and conversion among young consumers.  The results are expected to provide practical insights for businesses in designing  more effective marketing strategies and serve as a reference for future research.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/49668/17/6662200089_Widyastuti_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/49668/18/6662200089_Widyastuti_01.pdf
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identifier: https://eprints.untirta.ac.id/49668/3/Widyastuti_6662200089_02.pdf
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identifier: https://eprints.untirta.ac.id/49668/4/Widyastuti_6662200089_03.pdf
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identifier: https://eprints.untirta.ac.id/49668/5/Widyastuti_6662200089_04.pdf
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identifier: https://eprints.untirta.ac.id/49668/6/Widyastuti_6662200089_05.pdf
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identifier: https://eprints.untirta.ac.id/49668/7/Widyastuti_6662200089_Ref.pdf
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identifier: https://eprints.untirta.ac.id/49668/8/Widyastuti_6662200089_Lamp.pdf
identifier:   WIDYASTUTI, WIDYASTUTI  (2025) PENGARUH ONLINE CUSTOMER REVIEW DAN INFLUENCER MARKETING PRODUK SKINCARE BRAND SOMETHINC PADA APLIKASI SHOPEE TERHADAP MINAT BELI MAHASISWA AKTIF UNTIRTA.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.