The Influence of Influencer Reviewers and Electronic Word of Mouth on Product Purchase Decisions with Digital Marketing as a Moderating Variable

Ari Soetiyani, Amos Julian Hosea

2023

Abstract

This article aims to test and analyse the influence of Influencer Reviewer and Word of Mouth on Buying Decisions with Digital Marketing as a moderator. The population in this study used a sample of 229 respondents, who are the audience of GadgetIn's YouTube channel subscribers from Generation Z and the Millennial Generation. Data retrieval techniques used simple random sampling by spreading research questionnaires in the form of Google Forms through social media. The data processing method in this study uses Smart PLS software to test hypotheses. The results of this study show that Influencer Reviewer is proven to have a positive and significant effect on the Purchase Decision, Word of Mouth is not significant to the Purchase Decision, Digital Marketing is proven to have a positive and significant effect on the Purchase Decision, Digital Marketing has a significant influence and can moderate the influence of the Influencer Reviewer on the Purchase Decision, Digital Marketing has been proven to be insignificant and cannot moderate the influence of Word of Mouth on the Buying Decision.

Paper Citation

in Harvard Style

Soetiyani A. and Hosea A. (2023). The Influence of Influencer Reviewers and Electronic Word of Mouth on Product Purchase Decisions with Digital Marketing as a Moderating Variable. In Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA; ISBN 978-989-758-691-0, SciTePress, pages 339-343. DOI: 10.5220/0012581900003821

in Bibtex Style

@conference{iscp uta '45 jakarta23,
author={Ari Soetiyani and Amos Julian Hosea},
title={The Influence of Influencer Reviewers and Electronic Word of Mouth on Product Purchase Decisions with Digital Marketing as a Moderating Variable},
booktitle={Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA},
year={2023},
pages={339-343},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012581900003821},
isbn={978-989-758-691-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA
TI - The Influence of Influencer Reviewers and Electronic Word of Mouth on Product Purchase Decisions with Digital Marketing as a Moderating Variable
SN - 978-989-758-691-0
AU - Soetiyani A.
AU - Hosea A.
PY - 2023
SP - 339
EP - 343
DO - 10.5220/0012581900003821
PB - SciTePress