%A WIDYASTUTI WIDYASTUTI
%O Digitalisasi dan kemajuan internet telah mengubah pola interaksi konsumen dengan merek, khususnya dalam industri kecantikan. Penelitian ini bertujuan untuk menganalisis pengaruh online customer review (OCR) dan influencer marketing terhadap minat beli mahasiswa aktif Universitas Sultan Ageng Tirtayasa (UNTIRTA) terhadap produk Somethinc di platform Shopee. Dengan pendekatan kuantitatif, data diperoleh melalui survei terhadap 394 responden yang dipilih menggunakan metode simple random sampling. Variabel penelitian meliputi OCR dan influencer marketing sebagai variabel independen, serta minat beli sebagai variabel dependen. Hasil penelitian menunjukkan bahwa OCR dan influencer marketing memiliki pengaruh signifikan, baik secara parsial maupun simultan, terhadap minat beli mahasiswa. Temuan ini memperkuat relevansi strategi pemasaran digital dalam meningkatkan daya tarik dan konversi produk di kalangan generasi muda. Penelitian ini diharapkan memberikan kontribusi praktis bagi perusahaan dalam merancang strategi pemasaran yang lebih efektif serta menjadi referensi bagi penelitian selanjutnya.
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%T PENGARUH ONLINE CUSTOMER REVIEW DAN INFLUENCER MARKETING PRODUK SKINCARE BRAND SOMETHINC PADA APLIKASI SHOPEE TERHADAP MINAT BELI MAHASISWA AKTIF UNTIRTA
%K Online Customer Review, Influencer Marketing, Purchase Intention,
Shopee, Somethinc.
Online Customer Review, Influencer Marketing, Minat Beli,
Shopee, Somethinc.
%L eprintuntirta49668
%X 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.
%D 2025