Pengaruh Affiliate Marketing dan Online Customer Review terhadap Purchase Decision melalui Customer Trust pada Produk Skincare di Jabodetabek

Abstract

The advancement of technology and the internet has significantly transformed consumer behavior, particularly in the e-commerce sector for skincare products in Jabodetabek. In 2023, skincare emerged as the top-selling category in e-commerce. This study aims to analyze the impact of affiliate marketing and online customer reviews on the purchase decisions of skincare products in Jabodetabek, with customer trust as an intervening variable. The research sampled 219 Shopee users selected through purposive sampling. Descriptive analysis and SEM-PLS methods were employed using the SmartPLS 4 application. The findings reveal that affiliate marketing and online customer reviews positively and significantly influence purchase decisions, both directly and indirectly through customer trust.