Pengaruh Diskon Harga, Influencer Marketing, dan Online Customer Review terhadap Keputusan Pembelian Produk Scarlett di Marketplace Shopee (Study Kasus pada Followers @Scarlett Whitening Official Shop di Shopee)

Ristiyana, Nanda (2026) Pengaruh Diskon Harga, Influencer Marketing, dan Online Customer Review terhadap Keputusan Pembelian Produk Scarlett di Marketplace Shopee (Study Kasus pada Followers @Scarlett Whitening Official Shop di Shopee). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine and analyze the influence of price discounts, influencer marketing, and online customer reviews on purchasing decisions for Scarlett products in the Shopee. This study uses a quantitative method with a survey approach. The population in this study is the followers of the @Scarlett Whitening Official Shop account on Shopee as many as 5.8 million with certain criteria, namely aged 15-40 years and have purchased and used Scarlett products and followed the @Scarlett Whitening Official Shop account on Shopee. The number of samples used was 100 respondents determined using the Slovin formula with a sampling method, namely Non Probability Sampling with Purposive Sampling Technique. Data processing used SPSS version 26. The results showed that partially the discount price had a positive and significant effect on purchasing decisions with a calculated t value of 3.227> t table 1.66088 and a significance value of 0.001 <0.05. Influencer marketing has a positive and significant effect on purchasing decisions with a calculated t-value of 2.124 > t-table 1.66088 and a significance value of 0.036 < 0.05. Online customer reviews have a positive and significant effect on purchasing decisions with a calculated t-value of 12.166 > t-table 1.66088 and a significance value of 0.000 < 0.05. Simultaneously, price discounts, influencer marketing, and online customer reviews have a significant effect on purchasing decisions with a calculated f-value of 360.493 > F-table 2.70. The coefficient of determination (R²) value of 0.918 indicates that 91.8% of the variation in purchasing decisions can be explained by the three independent variables, while the remaining 8.2% is influenced by other variables outside the study. This study shows that an attractive price discount strategy, effective promotions through influencers, and good customer reviews can increase purchasing decisions for Scarlett products on the Shopee marketplace.

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