THE INFLUENCE OF ADVERTISING AND INFLUENCER REVIEWS ON PURCHASING DECISIONS OF DEEVA

Abstract

Shopee will become the most popular e-commerce site in Indonesia in 2022. Facial and body skin care products have become the most popular product category since 2019 and have a market share of 42.9% in the beauty category on the Shopee platform. The aim of this research is to determine the influence of advertising and influencer reviews on purchasing decisions in e-commerce Shopee DeeVa Derma Soft Skin. DeeVa Derma Soft Skin is a local beauty brand of beauty products that has been present since 2012 in Surabaya, and is certified by BPOM and Halal MUI. The method in this research uses quantitative methods. The sample used in this research used the Lemeshow formula with a total of 165 respondents. Data is distributed using a questionnaire distributed via social media using Google-Form to respondents who meet the sample criteria. The data collection method used a questionnaire for 165 respondents who were consumers of DeeVa with the help of SPSS. Questionnaire measurements are supported by a Likert Scale where there is a scale of 1-5 as the respondent's assessment. The urgency of the research is that research has never been conducted with similar variables on e-commerce Shopee DeeVa Derma Soft Skin. There are two hypotheses used, namely: Advertising has a positive effect on Purchasing Decisions and Influencer Reviews has a positive effect on Purchasing Decisions. The hypothesis results show that advertising and influencer reviews have a positive and significant influence on purchasing decisions in Shopee e-commerce.