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The Influence of Online Customer Review and Social Media Influencer on Purchase Decisions Hmns Local Perfume for Generation Z Tiktok Users in Surabaya

Year: 2025

Type: article

Abstract: This research investigates how Online Customer Reviews and Social Media Influencers influence the purchase decisions of Generation Z TikTok users in Surabaya regarding HMNS local perfume. Employing a quantitative method, data was gathered through online questionnaires distributed to 96 participants chosen using a purposive sampling technique. Data analysis was conducted using the Partial Least Square (PLS) method. The findings reveal that: (1) Online Customer Reviews significantly and positively impact the purchase decisions of Generation Z users; and (2) Social Media Influencers also exert a significant and positive influence on their decisions to buy HMNS local perfume in Surabaya.

Source: Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE)

DOI: 10.31538/iijse.v8i3.7519

Authors: Kharisma Eka Ardiansyah, Sugeng Purwanto, Raden Johnny Hadi Raharjo

Institution: University of Pembangunan Nasional Veteran Jawa Timur

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7087970092

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