The Influence of Online Customer Review, Online Customer Rating, and Influencer Endorsement on Purchase Decisions of Garnier Facial Cleanser Products on Shopee in DKI Jakarta
DOI:
https://doi.org/10.55927/fjbes.v2i4.675Kata Kunci:
Online Customer Review, Online Customer Rating, Influencer Endorsement, Purchase Decision, GarnierAbstrak
This study examines the influence of online customer review, online customer rating, and influencer endorsement on the purchase decisions of Garnier facial cleanser consumers on Shopee in DKI Jakarta, motivated by Garnier's comparatively small market share (around 0.85%) amid the rapidly growing beauty and personal-care sales value on Shopee. A quantitative survey was conducted with 170 Garnier consumers in DKI Jakarta selected through purposive sampling, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that online customer review, online customer rating, and influencer endorsement each have a positive and significant effect on purchase decisions, with online customer review exerting the strongest influence, followed by influencer endorsement and online customer rating. The three predictors jointly explain 74.2% of the variance in purchase decisions, indicating substantial explanatory power. These findings extend the e-commerce consumer behavior literature and offer practical guidance for Garnier in strengthening its digital marketing strategy on Shopee.
Referensi
Adriani Faradita, P., & Widjajanti, K. (2023). Pengaruh online customer review, harga dan kualitas produk terhadap keputusan pembelian Tokopedia. Jurnal Ilmiah Bidang Ilmu Ekonomi, 21(2), 543–554.
Ahdiat, A. (2024, December 9). Jumlah pengunjung situs e-commerce Indonesia November 2024. Databoks.
Anggi Muninggar, D., Rahmadini, A., & Sanjaya, V. F. (2022). Pengaruh electronic word of mouth (E-WoM) terhadap minat beli pada aplikasi Shopee (studi kasus Kota Bandar Lampung). Business and Entrepreneurship Journal (BEJ), 3(1).
Anna Irma Rahmawati. (2021). Pengaruh online customer review, online customer rating dan kepercayaan terhadap keputusan pembelian online (studi kasus pada mahasiswa FEB Universitas PGRI Semarang). Jurnal Ilmiah Manajemen, Bisnis dan Ekonomi Kreatif, 1(2), 18–23.
Arbaini, P., Wahab, Z., & Widiyanti, M. (2020). Pengaruh consumer online rating dan review terhadap keputusan pembelian pada pengguna marketplace Tokopedia. Jurnal Bisnis dan Manajemen, 7(1), 25–33.
Armawan, I., Satria, R., Keke, Y., Sari, E., & Rachmat, M. (2025). Perilaku konsumen di era digital. Bukuloka Literasi Bangsa.
Asmiyatun, Marsofiyati, & Utari, E. D. (2025). Analisis pengaruh endorsement influencer terhadap keputusan pembelian produk fashion di kalangan mahasiswa Universitas Negeri Jakarta. Neraca Manajemen, Ekonomi, 17(2). https://doi.org/10.8734/mnmae.v1i2.359
Ayunita, Magdalena, S., & Muskita, W. (2021). Pengaruh promosi melalui media sosial dan electronic word of mouth (E-WOM) terhadap keputusan pembelian (studi kasus pada online shop Thyy Thyy) di Kota Sorong. Jurnal BADATI, 3(1).
Bintang Gorafli Wibowo, & Andriansyah Bachtillah Putra. (2024). Pengaruh E-WOM, brand image dan influencer terhadap keputusan pembelian pada Tokopedia. MASMAN: Master Manajemen, 2(2), 167–176. https://doi.org/10.59603/masman.v2i2.518
Chindy Ariesca, A., Saputro, E. P., & Ariesca, A. C. (2025). Pengaruh influencer endorsement dan iklan terhadap keputusan pembelian produk Originate dengan niat pembelian sebagai variabel intervening. JRTI (Jurnal Riset Tindakan Indonesia), 10(1), 19–27. https://doi.org/10.29210/30035630000
Creswell, J. W., & Creswell, J. D. (2023). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). SAGE.
Dahliyanti, H., & Sudarnice. (2023). Pengaruh harga dan ulasan produk terhadap keputusan pembelian pada marketplace Tokopedia di Kabupaten Bekasi. PROCURATIO: Jurnal Manajemen & Bisnis, 2(2), 65–75.
Dede Alipudin, Edy Nursanta, & Siti Masitoh. (2023). Pengaruh digital marketing, celebrity endorser dan gaya hidup terhadap keputusan pembelian pada Tokopedia. ARBITRASE: Journal of Economics and Accounting, 4(2), 212–219. https://doi.org/10.47065/arbitrase.v4i2.1433
Dwi, C., Lolonto, C., Amir Isa, R., & Abdussamad, Z. K. (2024). Pengaruh perilaku konsumen terhadap minat beli merchandise K-pop (studi pada penggemar K-pop di Kota Gorontalo). Jurnal Ilmiah Wahana Pendidikan, 10(1), 216–223. https://doi.org/10.5281/zenodo.10466095
Fahruddin, M. I., & Aminah, S. (2025). Pengaruh online customer rating dan online customer review terhadap keputusan pembelian produk The Originote pada marketplace Shopee. Jurnal Ilmiah Universitas Batanghari Jambi, 25(1), 129. https://doi.org/10.33087/jiubj.v25i1.5620
Fauzi, F., & Siregar, M. (2020). Pengaruh kompetensi dan kinerja karyawan terhadap pengembangan karir di perusahaan konstruksi (studi kasus di PT WB, Tbk Wilayah Penjualan III Jakarta). Journal of Entrepreneurship, Management, and Industry (JEMI), 2(1), 9–21.
Fitriyani, N. I., Susanto, H., & Rumna, R. (2024). The influence of customer reviews and customer ratings on purchasing decisions for beauty products Garnier micellar water in TikTok Shop. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1191–1202. https://doi.org/10.37641/jimkes.v12i4.2611
Ghozali, I., & Aprilia Kusumadewi, K. (2023). Partial least squares – SmartPLS 4.0: Konsep, teknik, dan aplikasi untuk penelitian empiris. Yoga Pratama.
Giante, S., Agus Salim Monoarfa, M., & Juanna, A. (2025). Dampak green marketing dan citra merek terhadap keputusan pembelian micellar cleansing water Garnier. YUME: Journal of Management, 8(1).
Gilrandi, S., & Rahmawati, M. (2024). Pengaruh online review dan harga terhadap keputusan pembelian di Tokopedia. Co-Value: Jurnal Ekonomi, Koperasi & Kewirausahaan, 15(1).
Hafiz Alvinanda, M., & Candra, Y. (2025). Pengaruh influencer endorsement dan halal awareness terhadap keputusan pembelian dengan kepuasan konsumen sebagai variabel intervening pada Backyard & Blue Restaurant and Coffee di Kota Padang. Journal of Media and Communication, 1. https://doi.org/10.62379/jmc.v1i3.286
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R. Springer Nature Switzerland. https://doi.org/10.1007/978-3-030-80519-7
Hamdan, H., Syacroni, M., & Ilhamalimy, R. (2023). The effect of e-service quality, website quality, promotion, and e-trust on repurchase intentions at e-commerce Shopee in DKI Jakarta. BASKARA Journal of Business and Entrepreneurship, 5(2), 193–205.
Hasanah, A., & Kosasih. (2022). Pengaruh online customer review dan promosi menggunakan aplikasi TikTok terhadap keputusan pembelian produk kecantikan Implora pada marketplace Shopee. Jurnal Ilmiah Wahana Pendidikan, 8(16), 103–114. https://doi.org/10.5281/zenodo.7058946
Imamatuz Zakiyah, Afifatus Sholikhah, Ummi Lathifatus Sholichah, Nur Qomariyah, Nuriya Sinta Dewi, Heni Nur Aidah, & Sandy Bramantyo. (2024). Pengaruh rating dan ulasan pelanggan di e-commerce terhadap keputusan pembelian skincare Somethinc pada konsumen di Prambon. Ekonomi Keuangan Syariah dan Akuntansi Pajak, 1(3), 134–143. https://doi.org/10.61132/eksap.v1i3.205
Intan Tasia, S., Sri Woelandari Pantjolo Giningroem, D., & Seno Pitoyo, B. (2024). Pengaruh citra merek, harga, dan online customer review terhadap keputusan pembelian pada produk skincare Somethinc. Indonesian Journal of Economics and Strategic Management (IJESM), 2(1).
Kadek, L., Martini, B., Sembiring, E., & Paulus, D. F. (2022). Online customer rating dan online customer review terhadap keputusan pembelian di Toko Modelia Fashion pada marketplace Tokopedia Jakarta. Journal of Applied Management and Accounting Science, 4(1), 15–24.
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles of marketing (19th ed., Global ed.). Pearson.
Lila Febriana Kausaha, Ida Hidayanti, & Ririn Damayanti. (2023). Influence of online customer review and online customer rating on GoFood purchase decisions in the Gojek application. Journal of Management and Islamic Finance, 3(1), 20–33. https://doi.org/10.22515/jmif.v3i1.6588
Marbun, K. Y., & Khoiri, M. (2024). Faktor-faktor yang mempengaruhi keputusan pembelian pembersih wajah Garnier di Kota Batam. Jurnal Disrupsi Bisnis, 7(1), 24–34. https://doi.org/10.32493/drb.v7i1.35586
Marlius, D., & Jovanka, N. (2023). Pengaruh harga dan promosi terhadap keputusan pembelian konsumen Y.O.U pada Hasanah Mart Air Haji. Jurnal Economina, 2(2).
Misra, I., Diah Wulandari, M. S., & Rahma, M. S. E. (2024). Konsep dan teori manajemen pemasaran. K-Media.
Mokodompit, H. Y., Lapian, J., & Roring, F. (2022). Pengaruh online customer rating, sistem pembayaran cash on delivery dan online customer review terhadap keputusan pembelian di TikTok Shop. Jurnal EMBA, 10(3).
Muhamad, N. (2025a, January 30). Shopee, e-commerce dengan penjualan produk kecantikan terbesar 2024. Databoks.
Muhamad, N. (2025b, June 11). Daftar 10 merek kecantikan terlaris di Shopee RI pada kuartal I 2025. Databoks.
Muhani, & Sabillah, H. S. (2022). Pengaruh celebrity endorser, brand image, word of mouth, kualitas website, dan persepsi harga terhadap keputusan pembelian pada e-commerce Tokopedia. Jurnal Ilmiah Akuntansi dan Keuangan, 4(3).
Novitasari, & Maulana, A. (2022). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian pada marketplace Tokopedia. Jurnal Ilmiah Wahana Pendidikan, 8(14). https://doi.org/10.5281/zenodo.6991699
Nur Ifah, E., Ramadhani, R., & Kampus, A. (2024). Pengaruh online customer rating dan metode pembayaran COD terhadap keputusan pembelian pada aplikasi Tokopedia. Jurnal Manajemen Kreatif dan Inovasi, 2(4), 64–82. https://doi.org/10.59581/jmki-widyakarya.v2i3.4560
Pakan, E. D., & Purwanti, S. (2022). Pengaruh beauty influencer dan kualitas produk terhadap keputusan pembelian produk facial wash Garnier di Surabaya. Scientific Journal of Reflection: Economic, Accounting, Management and Business, 5(3).
Pangain, F., Siregar, T., & Nainggolan, N. P. (2023). Pengaruh endorsement influencer dan store atmosphere terhadap keputusan pembelian konsumen pada G-Coffee Batam. Jurnal Sains dan Teknologi, 5(1). https://doi.org/10.55338/saintek.v4i3.1339
Ponto, C., Kalangi, J., & Aseloei, S. (2023). Pengaruh brand ambassador dan brand image terhadap keputusan pembelian produk skincare Garnier pada mahasiswa S1 Universitas Sam Ratulangi. Jurnal EMBA, 4(5).
Pratama Putra, D., Suprihartini, L., & Kurniawan, R. (2021). Celebrity endorser, online customer review, online customer rating terhadap keputusan pembelian dengan kepercayaan sebagai variabel intervening pada marketplace Tokopedia. Jurnal Bahtera Inovasi, 5(1).
Puspita, C., & Handayani, T. (2024). Pengaruh endorsement influencer Instagram terhadap keputusan pembelian pada Generasi Z: Studi empiris. Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan, 18(5), 3632. https://doi.org/10.35931/aq.v18i5.3995
Rahayu, A., Herdiana Utama, D., & Novianty, R. (2021). The impact of online customer reviews on purchase intention in online marketplace. Advances in Economics, Business and Management Research, 187.
Rahmawati, D. N., & Puspita, R. E. (2024). Consumer purchasing decisions of Somethinc products in Salatiga City: The influence of halal certification, online customer reviews, and celebrity endorsers through buying interest. Journal of Halal Industry Studies, 3(1), 15–30. https://doi.org/10.53088/jhis.v3i1.927
Raihan, A., Jati, S., & Artadita, S. (2022). Pengaruh endorsement influencer Instagram terhadap keputusan pembelian produk melalui minat beli sebagai variabel intervening. Jurnal Mirai Manajemen, 7(1), 231–241. https://doi.org/10.37531/mirai.v7i1.1925
Rizqullah, N. K., Haryanto, T., Rahayu, T. S. M., & Kharismasyah, A. Y. (2025). The influence of online customer reviews, online customer ratings, brand image, and price perceptions on the decision to purchase Ventela shoes on Shopee marketplace. International Journal of Business and Applied Economics, 4(1), 203–220. https://doi.org/10.55927/ijbae.v4i1.13359
Salsia, L., Suryadi, P., Ramdan, A. M., & Jhoansyah, D. (2024). Analysis of online customer reviews and online customer rating on purchasing decisions with e-trust as a mediating variable. COSTING: Journal of Economic, Business and Accounting, 7(5).
Saragih, E., Sitio, R., Fitriyani, R., & Silalahi, D. (2022). Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022) (Vol. 221). Atlantis Press.
Sedana, I. M. R. A., & Mahyuni, L. P. (2024). The influence of celebrity endorsers, brand image, and brand awareness on purchase decisions with purchase interest as a product mediator of MS Glow for Men. Quantitative Economics and Management Studies, 5(4), 953–960. https://doi.org/10.35877/454RI.qems2802
Setia, M., Nindya Aryandha, P., Dyah Herdiany, H., & Putranti, L. (2023). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian secara online. AKMENIKA: Jurnal Akuntansi & Manajemen, 20(1).
Sugianto, H., & Astuti, P. B. (2023). Pengaruh search engine optimization, online customer review, dan online customer rating terhadap keputusan pembelian pada produk Erigo di Tokopedia. Jurnal Ilmiah Mahasiswa Manajemen, 5(2).
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Suhairi, Irmawani, D., Aisah, M., Purba, S., & Nasution, A. (2023). Peran manajemen pemasaran global dalam meningkatkan kepuasan konsumen. Journal of Management and Social Science (JMSC), 1.
Sukirman, R., Kumalasari, F., & Hendrik. (2023). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian konsumen pada marketplace Shopee. Journal of Trends Economics and Accounting Research, 4(1), 152–159. https://doi.org/10.47065/jtear.v4i1.845
Syafitri, C. D., Rohana, A. F., & Sudrajat, A. (2023). Pengaruh online consumer reviews terhadap keputusan pembelian di marketplace Tokopedia (studi kasus pada pengguna Tokopedia di Karawang).
Tanuwijaya, C. K., Ellitan, L., & Lukito, R. S. H. (2023). The effect of online customer reviews on purchase intention with customer trust as a variable in purchase decision on Sociolla consumers. Journal of Entrepreneurship & Business, 4(3), 192–203. https://doi.org/10.24123/jeb.v4i3.5764
Ulinnuha, M., Nurlenawati, N., & Triadinda, D. (2024). Pengaruh influencer endorsement terhadap keputusan pembelian produk Hayuka Beauty Skincare (studi kasus di Kota Karawang). Jurnal Ilmiah Pendidikan Ekonomi, 9(2).
Widjaya, F., & Aodi, M. (2024). The influence of online customer reviews and online customer ratings on purchase decisions on Tokopedia: A case study of Benua Melayu Darat District. Technology, Business and Entrepreneurship (TECHBUS), 2(2).
Wijaya, E., The, S., Hari Santoso, P., Chandra, J., & Suyono. (2023). Impact of price, online review, and rating on purchase decision at Tokopedia e-commerce. Procuratio: Jurnal Ilmiah Manajemen, 11(2), 225–233.
Yanti, D., Kristya Ningsih, N., Ony, J. G., & Suhalim, S. P. (2024). The influence of online customer reviews and online customer ratings on product purchase decisions on the Tokopedia marketplace. Jurnal Pemasaran Kompetitif, 7(2).
Yanuar Erika Putri, R., Fitriana Paramita, D., & Astuti, D. (2025). Peran celebrity endorser sebagai strategi pemasaran guna meningkatkan daya saing UMKM di era digital. Jurnal Ekonomi dan Bisnis Digital, 2.
Yanuardi Wisnu Murti, & Awan Santosa. (2025). Pengaruh online customer review, kualitas produksi dan promosi terhadap keputusan pembelian pengguna marketplace Tokopedia di Yogyakarta. Jurnal Akuntansi, Manajemen, dan Perencanaan Kebijakan, 2(3). https://doi.org/10.47134/jampk.v2i3.589
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Difa Maruf Hermansyah, Firman Fauzi
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
