Pengaruh Review Produk dan Rekomendasi Influencer terhadap Keputusan Pembelian Produk Kecantikan di Shopee

Khesya Sabilah Rizwinie; Anisa Fitri

Khesya Sabilah Rizwinie Universitas Negeri Medan
Anisa Fitri Universitas Negeri Medan

Keywords: product reviews, influencer recommendations, purchasing decisions, beauty products, Shopee

Abstract

The development of e-commerce is driving changes in consumer behavior in making purchasing decisions, particularly for beauty products marketed online. This study aims to analyze the influence of product reviews and influencer recommendations on purchasing decisions for beauty products on the Shopee platform. The study used a quantitative approach with a survey method of 30 female students of the Digital Business Study Program at Medan State University who actively shop for beauty products on Shopee. Data were collected through an online questionnaire and analyzed using multiple linear regression. The results showed that influencer recommendations had a positive and significant effect on purchasing decisions, while product reviews did not show a statistically significant effect. These findings indicate that consumers are more influenced by influencer recommendations than product reviews in making purchasing decisions for beauty products. This study provides an empirical contribution to digital marketing studies and serves as a practical reference for business actors in designing influencer-based marketing strategies on e-commerce platforms.

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