Efektivitas Online Customer Review, Influencer Review dan Brand Image Terhadap Purchase Intention Pada Platform Marketplace

Abstract

With the advent of the era of disruption, everything turns into easier, faster, and cheaper. As a result, consumer behavior is changing as well. Especially through the marketplace that more and more people use. That causes a change in conducting activity in terms of purchase. The study aims to analyze and prove the correlation of online variables customer review, influencer review, and brand image as well as to find out which variables are the most dominant in influencing purchase intention on marketplace platforms such as shopee, lazada, tokopedia, blibli and bukalapak. Primary data analysis is done using the Structural Equation Model Partial Least Square method (SEM-PLS). While online customer review and influencer review have been found to have a direct influence on brand image, brand image has a direct effect on purchase intention. Implications in this study manufacturers should pay more attention to marketing strategies to explore the impact of the impact caused in building purchase intention..