Analyzing the impact of influencer marketing on consumer purchase decisions
1. Title of research article :
"The Influence of Influencer Marketing and Online Customer Reviews on Purchase Intention
through the Perceived Value of Cosmetic Products on Tiktok Shop (An Empirical Study on
Students in the City of Pekanbaru)."
Azzahra, Awliya Afwa, Moniko
Faculty of Economics and business, Islamic University of Riau
2. Broader area:
The study focuses mainly on the impact of influencer marketing and online customer reviews on
purchase intention regarding cosmetic products on the TikTok Shop platform. This study
consists of two independent variables, namely influencer marketing and online customer
reviews, and one dependent variable, which is purchase intention, with perceived value as an
intervening variable.
3. Problem:
The main issue addressed is understanding how influencer marketing and online customer
reviews(which can sometimes be wrong ) affect consumers' purchase intentions through the
perceived value of cosmetic products on TikTok Shop, Perceived value is based on the
comparison of the differences between the benefits obtained by consumers and the costs they
incur for different choices.
4. Model:
This study employs a path analysis model to analyze the relationships between influencer
marketing, online customer reviews, perceived value, and purchase intention that can address
the issue between these complex variables.
5. Hypothesis:
The hypotheses in this research includes
1. H1: It is suspected that influencer marketing has a significant influence on perceived value.
2. H2: It is suspected that online customer reviews has a significant influence on perceived value.
3. H3: It is suspected that influencer marketing has a significant influence on purchase intention.
4. H4: It is suspected that online customer reviews has a significant influence on purchase
intention.
5. H5: It is suspected that perceived value has a significant influence on purchase intention.
6. H6: It is suspected that influencer marketing has a positive and significant influence on purchase
intention through perceived value.
7. H7: It is suspected that online customer reviews has a significant influence on purchase
intention through perceived value.
6. Methodology:
Data collection was done through questionnaires filled out by students in Pekanbaru who had purchased
cosmetic products from TikTok Shop. The analytical method implied here is Partial Tests (t-tests) to
determine the significance of the relationships between the variables.
7. Findings:
The study revealed that online customer reviews significantly influence perceived value and purchase
intention, while influencer marketing does not have a significant impact on perceived value or purchase
intention.
Perceived value was found to directly influence purchase intention, and it mediated the effect of online
customer reviews on purchase intention.
8. *Future Recommendations*:
Based on the findings, it is recommended to further explore the dynamics of influencer marketing and
online customer reviews in the context of cosmetic products on social commerce platforms like TikTok
Shop as youngsters mostly prefer it.
Also, with significant improvement regarding the privacy of the consumers while the online transaction
takes place.
Additionally, understanding consumer behavior and preferences in relation to perceived value can
provide insights for marketing strategies.
