Pengaruh Influencer Marketing, Online Customer Review dan Customer Rating terhadap Somethinc
DOI:
https://doi.org/10.29313/jrmb.v3i1.2041Keywords:
Influencer Marketing, Online Customer Review, Online Customer Rating, Minat Beli KosnumenAbstract
Abstract. Shopping online provides many conveniences for consumers and potential customers. The rapid development of online stores results in a wide variety of products being sold online, ranging from electronic devices, food, books and even to beauty products. One of the beauty brands that are sold online is the Something brand, Something is a local brand which is relatively new because it was founded in 2019. Something is a local brand that sells various beauty products ranging from skincare to makeup. This research was conducted with the aim of examining the influence of influencer marketing, online customer reviews and online customer ratings on consumer buying interest in skincare products with the Somethink brand. In this study, the method used by researchers is descriptive verification with the type of research used is quantitative research. The population in this study was 544,300 people, while the number of samples obtained by the researchers was 250 students who live in the city of Bandung. Data collection techniques used by distributing questionnaires to students who live in the city of Bandung. The results showed that it was concluded that the influence of influencer marketing, online reviews and online ratings together on consumer buying interest in skincare products with the Somethink brand was 37%, while the other 63% was explained by other variables not included in this study.
Keywords: Influencer Marketing, Online Customer Reviews, Online Customer Ratings, Consumer Purchase Intention
Abstrak. Berbelanja secara online banyak memberikan kemudahan bagi para konsumen maupun calon konsumennya. Pesatnya perkembangan toko online menghasilkan berbagai macam produk yang dijual secara online mulai dari alat elektronik, makanan, buku bahkan hingga produk kecantikan. Salah satu brand kecantikan yang dijual secara online adalah brand Somethinc, Somethinc merupakan brandlocal yang terbilang sangat baru karena bediri pada tahun 2019. Somethinc merupakan salahsatu local brand yang menjual berbagai produk kecantikan mulai dari skincare hingga makeup. Penelitian ini dilakukan dengan tujuan untuk menguji pengaruh influencer marketing, online customer review dan online customer rating terhadap minat beli konsumen pada produk skincare merek Somethinc. Dalam penelitian ini, metode yang peneliti gunakan adalah deskriptif verifikatif dengan jenis penelitian yang digunakan adalah penelitian kuantitatif. Populasi dalam peneliyian ini adalah sebanyak 544.300 orang, sedangkan jumlah sampe yang diperoleh peneliti adalah sebesar 250 orang mahasiswa yang berdomisili di Kota Bandung. Teknik pengumpulan data yang digunakan dengan melakukan penyebaran kuesioner kepada mahasiswa yang berdomisili di Kota Bandung. Hasil penelitian menunjukkan bahwa disimpulkan bahwa pengaruh dari influencer marketing, online review dan online rating secara bersama-sama terhadap minat beli konsumen pada produk skincare merek Somethinc adalah sebesar 37%, sedangkan 63% lainnya dijelaskan oleh variabel lain yang tidak diikut sertakan dalam penelitian ini.
Kata kunci: Influencer Marketing, Online Customer Review, Online Customer Rating, Minat Beli Kosnumen
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