Analysis of The Influence of Influencer Marketing, Brand Image, Customer Review, and Price Discount on E-Commerce Shopee Purchase Decision

Abstract

This study examines the impact of influencer marketing, brand image, customer reviews, and
price discounts on skincare purchasing decisions on Shopee Indonesia. It uses a case study
approach, focusing on Skintific (an international brand) and Wardah (a local brand), to
analyse consumer purchase intentions and the influence of independent variables on the
dependent variable. A mixed-method explanatory sequential design was used, combining
quantitative data from 220 Shopee users and qualitative data from in-depth interviews with
selected consumers of both brands. Data analysis was conducted in SPSS, using validity and
reliability tests, multiple regression, t-tests, and F-tests. Results indicate that Indonesian
consumers generally prefer international skincare brands. Qualitative data gathered from
four informants through online interviews were analysed using comparative methods and
triangulation to support the quantitative findings. The study confirms that all four factors
significantly influence purchasing decisions, with customer reviews being the most
impactful. These findings provide valuable guidance for skincare brands in shaping effective
digital marketing strategies on e-commerce platforms and contribute to research on online
consumer behaviour in the beauty industry.