Peran E-Review dalam Memediasi Influencer Marketing dan Price Diversity terhadap Purchase Decision Produk Fashion di Marketplace (Studi Kasus pada Remaja Putri di Kota Pontianak)
Year: 2026
Type: article
Abstract: This study aims to investigate the influence of e-reviews as a mediating variable between influencer marketing and price diversity on fashion product purchase decisions among young women in Pontianak City on marketplace platforms This study employs a quantitative method with an explanatory research approach. The sampling technique uses purposive sampling, with a sample size of 125 respondents. Data collection was conducted via a questionnaire and analyzed using SmartPLS 4. The results indicate that both influencer marketing and price diversity have a significant positive influence on e-reviews and purchasing decisions. In addition, e-reviews also have a significant positive effect on purchasing decisions. Furthermore, e-reviews were found to act as a partial mediator linking influencer marketing and price diversity to purchasing decisions. This study highlights the important role of integrated collaboration between influencer marketing, price diversity, and e-reviews in shaping purchasing decisions for fashion products on marketplaces
Authors: Ropin Palentino, Georgerius Graceallah
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7225772430
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