Article Sidebar

Download
Download Article

Main Article Content

Abstract

This study analyzes the role of influencer marketing, online customer reviews, and brand reputation in shaping millennials’ purchasing decisions for fashion products on Tokopedia. Using a quantitative approach with purposive sampling, 147 millennial respondents who had purchased fashion products on Tokopedia were surveyed. Data were collected through an online questionnaire and analyzed with Structural Equation Modeling (SEM-PLS) using SmartPLS 3.0. Results indicate that all three variables significantly influence purchase decisions, with online customer reviews showing the strongest effect, followed by influencer marketing and brand reputation. The term dominant variable refers to the factor with the highest path coefficient in the SEM analysis. These findings highlight the importance of integrating influencer collaborations, user-generated reviews, and brand reputation management to enhance consumer trust and loyalty in highly competitive e-commerce platforms.

Keywords

Influencer marketing Online Customer Review Brand reputation Purchasing Decisions

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Saputri, J. B., & Huda, N. (2025). The Role of Influencer Marketing, Online Customer Reviews, and Brand Reputation on Millennial Purchase Decisions for Fashion Products on Tokopedia. Golden Ratio of Mapping Idea and Literature Format, 6(1), 398–409. https://doi.org/10.52970/grmilf.v6i1.1633
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Adriana, Y., & Syaefulloh, S. (2023). Pengaruh influencer marketing dan affiliate marketing terhadap purchase decision melalui online customer review tas perempuan di Shopee Affiliate (Studi kasus pada Gen Z di Kota Pekanbaru). Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan, 17(6), 3990–3999. https://doi.org/10.35931/aq.v17i6.2823
  2. Ali, A., Arifin, S., Roosdhani, M. R., Komariyatin, N., & Huda, N. (2024). Improving marketing performance with marketing capability: Service dominant logic B2B export furniture. Journal Entrepreneur dan Entrepreneurship, 13(2), 123–134. https://doi.org/10.37715/jee.v13i2.4557
  3. Arbaini, P. (2020). Pengaruh consumer online rating dan review terhadap keputusan pembelian pada pengguna marketplace Tokopedia. Jurnal Bisnis dan Manajemen, 7(1), 25–33. https://doi.org/10.26905/jbm.v7i1.3897
  4. Assegaf, S. H., Fihartini, Y., & Ramelan, M. R. (2020). Pengaruh dukungan selebriti dan ulasan pelanggan terhadap niat beli konsumen pada marketplace Tokopedia di Bandar Lampung. Economics and Digital Business Review, 4(2), 322–331. https://doi.org/10.37531/ecotal.v4i2.709
  5. Dinni, S. R. (2018). Mengurai fenomena brand hate terhadap reputasi merek produk Israel: Sebuah tinjauan. Sketsa Bisnis, 25(2), 1080–1086. http://dx.doi.org/10.33087/jiubj.v25i2.5823
  6. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1955). Consumer behavior (8th ed.). Dryden Press.
  7. Faradita, A. (2023). Pengaruh online customer review, harga dan kualitas produk terhadap keputusan pembelian Tokopedia. Jurnal Ilmiah Bidang Ilmu Ekonomi, 21(2), 543–554.
  8. Fathimah, Febrianah, & Sukaris. (2022). Pengaruh kemudahan penggunaan, keamanan transaksi dan online customer review terhadap keputusan pembelian. Jurnal Ekobistek, 11(1), 309–315. https://doi.org/10.35134/ekobistek.v11i4.391
  9. Fathurrahman, M. M., Triwardhani, D., & Argo, J. G. (2021). Pengaruh influencer marketing dan viral marketing terhadap keputusan pembelian Bittersweet by Najla. Prosiding Seminar Nasional Pengabdian kepada Masyarakat, 1209–1217. https://doi.org/10.24912/psenapenmas.v0i0.15157
  10. Fauzani, M. Z., & Fadillah, A. (2019). Pengaruh pengetahuan merek, asosiasi merek, dan reputasi merek terhadap keputusan pembelian (Studi kasus pada sepatu Vans di Kota Bogor). Jurnal Ilmiah Manajemen Kesatuan, 7(2), 223–231. https://doi.org/10.37641/jimkes.v7i2.224
  11. Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penulisan skripsi, tesis, dan disertasi ilmu manajemen. Badan Penerbit Universitas Diponegoro.
  12. Fitri, Y. R., & Wahyudi, H. (2022). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian. Jurnal Manajemen dan Bisnis, 6(1), 45–53.
  13. Huda, N., Indrain, N., Cahyanti, T. W., Asmawati, Y., & Oktaviani, T. (2020). The effect of personality, self-control, and financial constraints on financial planning. Journal of Management and Entrepreneurship Research, 1(1).
  14. Imawan, B. (2021). Pengaruh kualitas produk dan keragaman produk terhadap keputusan pembelian produk Don Pablo Abon Mix. Performa, 6(4), 312–320. https://doi.org/10.37715/jp.v6i4.2553
  15. Jodi, I. W. G. A. S., Putra, B. N. K., Prayoga, I. M. S., & Vipraprastha, T. (2021). Generasi Z di Bali: Lifestyle dan social media influencer mengubah smoker menjadi vapor. Matrik: Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan, 15(2), 243–252. https://doi.org/10.24843/MATRIK:JMBK.2021.v15.i02.p07
  16. Komaryatin, N., Arifin, S., Ali, A., Huda, N., & Roosdhani, M. R. (2025). Exploring marketing knowledge, entrepreneurial orientation, and product innovation on the marketing performance of pastry MSMEs. Journal Entrepreneur dan Entrepreneurship, 14(1), 1–12. https://doi.org/10.37715/jee.v14i1.4610
  17. Komaryatin, N., Roosdhani, M. R., Arifin, S., Ali, A., & Huda, N. (2024). Improve marketing performance through market sensing capability, dynamic capabilities, and new product development. Edunomic: Jurnal Ilmiah Pendidikan Ekonomi Fakultas Keguruan dan Ilmu Pendidikan, 12(1), 1–10. https://doi.org/10.33603/ejpe.v12i1.37
  18. Listiani, A. E., & Arifin, S. (2023). Pengaruh online customer review, content marketing dan product knowledge terhadap keputusan pembelian e-commerce Tokopedia (Studi empiris pada generasi Z di Kecamatan Bangsri). Jurnal Ekonomi Bisnis, 11(3), 126–137. https://doi.org/10.33603/ejpe.vI2i2.9524
  19. Mahendra, S., & Edastama, P. (2022). Pengaruh online customer review, rating dan influencer terhadap keputusan pembelian pakaian casual pada marketplace. Jurnal Mahasiswa Manajemen dan Akuntansi, 1(2), 21–28. https://doi.org/10.30640/jumma45.v1i2.317
  20. Nababan, D. F., & Siregar, O. M. (2022). Analisis perilaku konsumen generasi milenial dalam memutuskan pembelian secara online pada masa pandemi Covid-19 di Kota Medan. Journal of Social Research, 1(6), 545–555. https://doi.org/10.55324/josr.v1i6.114
  21. Patrisya, F., Afifah, N., & Purmono, B. B. (2025). Mediasi FOMO: Pengaruh influencer dan online review terhadap purchase decision produk The Originote. Jurnal Kebanggaan, 5(1), 186–195.
  22. Risma, P., Verinita, V., & Alfitman, A. (2024). Pengaruh customer experience dan e-service quality pada online re-purchase intention melalui customer satisfaction. Journal of Accounting and Finance Management, 5(3), 416–429.
  23. Roosdhani, M. R., Arifin, S., Komariyatin, N., Ali, A., & Huda, N. (2024). The effect of social media customer engagement on social media performance. International Conference of Business and Social Sciences, 3(1), 591–603. https://doi.org/10.24034/icobuss.v3i1.422
  24. Setiawan, N. J., & Bernardus, D. (2018). Pengaruh faktor-faktor promotion mix terhadap keputusan pembelian FORTE. Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis, 3(3), 372–381.
  25. Shafwah, A. D. (2024). Pengaruh pemasaran digital dan online customer review terhadap keputusan pembelian pada produk skincare di e-commerce Shopee (Literature review manajemen pemasaran). Creative Commons, 5(3), 135–147.
  26. Sugiharto, N. A., & Nurhayati, N. (2021). Pengaruh reputasi dan online customer review terhadap proses keputusan pembelian konsumen (Survey pengunjung Tokopedia). Jurnal Bisnis dan Pemasaran, 11(2), 1–13.
  27. Wilujeng, S. R., & Edwar, M. (2014). Pengaruh brand awareness dan brand trust terhadap keputusan pembelian produk Oriflame. Jurnal Pendidikan Tata Niaga, 2(1), 1–15.