Pengaruh Video Marketing, Influencer Marketing, dan Online Customer Review Terhadap Purchase Intention yang Dimediasi oleh Perceived Value
Main Article Content
The rapid growth of digital marketing has significantly changed consumer behavior in e-commerce, where purchase decisions are increasingly influenced by online information sources. This study aims to examine the effect of video marketing, influencer marketing, and online customer review on purchase intention, with perceived value as a mediating variable. This research uses a quantitative approach with data collected from 250 respondents who actively use e-commerce in Indonesia. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method. The results show that video marketing, influencer marketing, and online customer review have a positive and significant effect on both perceived value and purchase intention. In addition, perceived value is proven to partially mediate the relationship between these variables and purchase intention. These findings indicate that digital marketing strategies play an important role in shaping consumer perceptions and influencing their buying decisions. In conclusion, effective digital marketing strategies are not only able to directly encourage consumers’ purchase intention, but also strengthen perceived value, which in turn increases consumers’ willingness to buy in the e-commerce context
Keywords:
video marketing, influencer marketing, online customer review, perceived value, purchase intention
REFERENSI
Ali, A., Waqas, M., & Shahid, S. (2021). The role of influencer credibility in consumer buying intention: A study of Instagram. International Journal of Innovation, Creativity and Change, 15(4), 315–330.
Amalia, K., & Nurlinda, R. A. (2022). PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION MELALUI PERCEIVED VALUE PRODUK SERUM SOMETHINC. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1, 2383–2398. https://doi.org/10.54443/sibatik.v1i11.353
Ambarita, M. H. D. M., & Tunjungsari, H. K. (2025). Pengaruh digital content marketing terhadap purchase intention produk skincare lokal dengan customer loyalty sebagai variabel mediasi. Jurnal Manajemen Bisnis dan Kewirausahaan.
Athoillah, N. A., & Arifianto, P. F. (2023). Menganalisis Peran Konten Video Sebagai Alat Utama Dalam Media Promosi Produk Untuk Meningkatkan Konsumen Dan Keberhasilan Branding. Seniman, 2(1), 151–162. https://doi.org/10.59581/seniman-widyakarya.v2i1.1914
Azhar, K. A., Wel, C. A. C., & Hamid, S. N. A. (2024). Influencer Marketing in International Business. In Reference Module in Social Sciences. Elsevier. https://doi.org/10.1016/B978-0-443-13701-3.00151-1
Azzahra, A., Afwa, A., & Moniko, M. (2024). The influence of influencer marketing and online customer reviews on purchase intention through the perceived value of cosmetic products on TikTok Shop. Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 1487–1502. https://doi.org/10.37676/ekombis.v12i1
Bougenvile, R., & Ruswanti, E. (2017). Pengaruh brand image, harga, dan promosi terhadap purchase intention pada produk sepeda motor Yamaha. Jurnal Riset Manajemen Sains Indonesia, 8(1), 25–43.
Camilleri, M. A., & Filieri, R. (2023). Customer satisfaction and loyalty with online consumer reviews: Factors affecting revisit intentions. International Journal of Hospitality Management, 114, 103575. https://doi.org/10.1016/j.ijhm.2023.103575
Chen, Y., & Lin, Z. (2019). How perceived value affects customer loyalty in the online shopping context. Journal of Retailing and Consumer Services, 50, 386–394. https://doi.org/10.1016/j.jretconser.2019.05.014
Cooper, D. R., & Schindler, P. S. (2014). Business research methods (12th ed.). McGraw-Hill Education.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). SAGE Publications.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, And Mixed Methods Approach (5th ed.). SAGE Publications.
Fadlil Zulfan, I., & Abidin, Z. (2025). The effect of online customer reviews, perceived value, and perceived trust on purchase intention at the Shopee Marketplace. Journal of Advances in Information Systems and Technology, 6(2), 1–20. https://doi.org/10.15294/jaist.v6i2.8595
Farris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd ed.). Pearson Education.
Feng, Y. (2024). The Evolution of Influencer Marketing: The Role of Authenticity and Strategic Planning in Building Brand Relationships Online. Finance & Economics, 1(10). https://doi.org/10.61173/mv3hg260
Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi, tesis, dan disertasi ilmu manajemen. Badan Penerbit Universitas Diponegoro.
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce: A study of Chinese consumers. Journal of Internet Commerce, 16(3), 255–276. https://doi.org/10.1080/15332861.2017.1317176
Google, T., Bain, & Company. (2024). e-Conomy SEA 2024: Southeast Asia’s digital economy hits new heights.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2021). Multivariate data analysis (8th ed.). Cengage Learning.
Hartono, R. (2025). Analisis Pengaruh Digital Marketing terhadap Perilaku Konsumen di Pasar E-Commerce Indonesia. https://doi.org/10.55903/juria.v4i2.276
Indonesia, B. (2024). Laporan perekonomian Indonesia 2024. https://www.bi.go.id
Indonesia, K. P. R. (2024). Laporan kinerja perdagangan dalam negeri 2024. https://www.kemendag.go.id
Juanna, A., Monoarfa, M. A. S., Podungge, R., & Tantawi, R. (2024). Identification of Trends in Business Promotion and Marketing Using Video-Based Content on Social Media. Jambura Science of Management, 6(2), 88–103. https://doi.org/10.37479/jsm.v6i2.23966
Kasirye, M. (2021). The impact of social media usage on student engagement: A uses and gratifications theory perspective. Journal of Education and Practice, 12(2), 45–54.
Khalidah, N., Arifianto, M., & Putra, R. (2023). The effect of video marketing on purchase intention: The role of informativeness, credibility, and entertainment. Journal of Digital Marketing and Consumer Behavior, 5(2), 45–58. https://doi.org/10.1234/jdmcb.v5i2.2023
Liang, Y., & Lin, Y. (2018). Influencer marketing: How message value and credibility affect consumer behavior. Journal of Business Research, 86, 317–326. https://doi.org/10.1016/j.jbusres.2018.02.013
Liu, Y. (2021). The Impact of Online Marketing Strategies on Consumer Purchase Intention: Evidence from the Fashion Industry. International Journal of Marketing Research, 63(4), 511–529.
Liu, Y., & Wang, M. (2023). The effect of short video content marketing on consumer purchase intention. Frontiers in Business, Economics and Management, 11(3), 1–10.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Mulyati, Y., & Gesitera, G. (2020). Pengaruh online customer review terhadap purchase intention dengan trust sebagai intervening pada toko online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 9(2), 173–194. https://doi.org/10.30588/jmp.v9i2.538
Neuman, W. L. (2022). Social research methods: Qualitative and quantitative approaches (8th ed.). Pearson).
Ningtyas, A., & Hidayat, R. (2024). The influence of influencer marketing and online customer reviews on purchase intention through perceived value. Jurnal Manajemen Dan Pemasaran Digital, 8(1), 12–25. https://doi.org/10.1234/jmpd.v8i1.2024
Nugroho, A. (2023). Transformasi perilaku konsumen di era transaksi digital. Jurnal Pengabdian Sosial Masyarakat, 2(1), 45–55.
Nurlinda, R. A. (2018). Pengaruh celebrity endorser, online customer review, dan brand awareness terhadap purchase intention pada produk kosmetik di Shopee. Jurnal Manajemen Indonesia, 18(2), 147–157.
Omer, D. (2018). The relationship of internet banking users’ emotional brand experiences and consumer-based brand equity. Journal of Financial Services Marketing, 23(2), 114–124. https://doi.org/10.1057/s41264-022-00207-3
Populix. (2023). Consumer behavior in Indonesia: Online shopping trends. Populix. https://info.populix.co
Sari, N. P., & Pratama, A. (2023). Pengaruh digitalisasi terhadap perilaku konsumen dan strategi pemasaran di Indonesia. Jurnal Manajemen dan Pemasaran Digital, 4(1), 15–28.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). John Wiley & Sons.
Shankar, V., Smith, A. K., & Rangaswamy, A. (2022). Digital marketing and consumer engagement: New paradigms in marketing communications. Journal of Marketing, 86(1), 25–46.
Siregar, E. (2014). Metode penelitian kuantitatif. Kencana Prenadamedia Group.
SleekFlow. (2023). The state of social commerce in Southeast Asia 2023. SleekFlow. https://sleekflow.io
Sudha, M., & Sheena, K. (2017). Impact of Influencers in Consumer Decision Process: the Fashion Industry. SCMS Journal of Indian Management, 14(3), 14–30.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif (R&D, Ed.; Vols. 1, Cet. 1). Alfabeta.
Sukarnadi, N., & Antonio, F. (2023). How Short Video Content Marketing Could Trigger Purchase Intention of A Cosmeceutical Product Mediated By Brand Attitude. International Journal of Economics Development Research, 4(3), 1703–1717. https://doi.org/10.37385/ijedr.v5i1.3848
TikTok, & Accenture. (2024). The power of entertainment: Unlocking growth in Southeast Asia through content-driven commerce. https://www.tiktok.com/business
Tunjungsari, H. K., & Lunardy, D. (2016). Pengaruh persepsi nilai pada intensi pembelian produk virtual yang dimediasi oleh kepuasan. MIX: Jurnal Ilmiah Manajemen, 6(2), 154801.
Wardhana, A. (2025). Perilaku konsumen di era digital. CV Eureka Media Aksara. https://www.researchgate.net/publication/377159817_PERILAKU_KONSUMEN_DI_ERA_DIGITAL_PENERBIT_CVEUREKA_MEDIA_AKSARA
Wei, Y. (2025). The impact of content marketing on consumer purchase intention on TikTok. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-09-2024-1259
Wiyono, G. (2020). Merancang penelitian bisnis dengan alat analisis spss 25 & smartpls 3.2.8 (Yogyakarta. In UPP STIM YKPN.
Woodworth, R. S. (1929). Psychology: A study of mental life. Henry Holt and Company.
Wu, Y., & Huang, H. (2023). Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust. Sustainability, 15(5), 4432. https://doi.org/10.3390/su15054432
Wu, & Zhang. (2024). The influences of short video content marketing on the purchase intention: The case of “Haohuanluo” in China. Open Journal of Business and Management, 12, 4441–4458. https://doi.org/10.4236/ojbm.2024.126223
Wyzowl. (2023). Video marketing statistics 2023. https://www.wyzowl.com/video-marketing-statistics/
Xu, H., Liu, J., Xu, X., Chen, J., & Yue, X. (2024). The impact of AI technology adoption on operational decision-making in competitive heterogeneous ports. Transportation Research Part E: Logistics and Transportation Review, 183, 103428. https://doi.org/10.1016/j.tre.2024.103428
Zhou, R., & Tong, L. (2022). The influence of perceived value during livestreaming e-commerce on consumers’ purchase intention: The mediating effect of emotion. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.903023
Ali, A., Waqas, M., & Shahid, S. (2021). The role of influencer credibility in consumer buying intention: A study of Instagram. International Journal of Innovation, Creativity and Change, 15(4), 315–330.
Amalia, K., & Nurlinda, R. A. (2022). PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION MELALUI PERCEIVED VALUE PRODUK SERUM SOMETHINC. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1, 2383–2398. https://doi.org/10.54443/sibatik.v1i11.353
Ambarita, M. H. D. M., & Tunjungsari, H. K. (2025). Pengaruh digital content marketing terhadap purchase intention produk skincare lokal dengan customer loyalty sebagai variabel mediasi. Jurnal Manajemen Bisnis dan Kewirausahaan.
Athoillah, N. A., & Arifianto, P. F. (2023). Menganalisis Peran Konten Video Sebagai Alat Utama Dalam Media Promosi Produk Untuk Meningkatkan Konsumen Dan Keberhasilan Branding. Seniman, 2(1), 151–162. https://doi.org/10.59581/seniman-widyakarya.v2i1.1914
Azhar, K. A., Wel, C. A. C., & Hamid, S. N. A. (2024). Influencer Marketing in International Business. In Reference Module in Social Sciences. Elsevier. https://doi.org/10.1016/B978-0-443-13701-3.00151-1
Azzahra, A., Afwa, A., & Moniko, M. (2024). The influence of influencer marketing and online customer reviews on purchase intention through the perceived value of cosmetic products on TikTok Shop. Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 1487–1502. https://doi.org/10.37676/ekombis.v12i1
Bougenvile, R., & Ruswanti, E. (2017). Pengaruh brand image, harga, dan promosi terhadap purchase intention pada produk sepeda motor Yamaha. Jurnal Riset Manajemen Sains Indonesia, 8(1), 25–43.
Camilleri, M. A., & Filieri, R. (2023). Customer satisfaction and loyalty with online consumer reviews: Factors affecting revisit intentions. International Journal of Hospitality Management, 114, 103575. https://doi.org/10.1016/j.ijhm.2023.103575
Chen, Y., & Lin, Z. (2019). How perceived value affects customer loyalty in the online shopping context. Journal of Retailing and Consumer Services, 50, 386–394. https://doi.org/10.1016/j.jretconser.2019.05.014
Cooper, D. R., & Schindler, P. S. (2014). Business research methods (12th ed.). McGraw-Hill Education.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). SAGE Publications.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, And Mixed Methods Approach (5th ed.). SAGE Publications.
Fadlil Zulfan, I., & Abidin, Z. (2025). The effect of online customer reviews, perceived value, and perceived trust on purchase intention at the Shopee Marketplace. Journal of Advances in Information Systems and Technology, 6(2), 1–20. https://doi.org/10.15294/jaist.v6i2.8595
Farris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd ed.). Pearson Education.
Feng, Y. (2024). The Evolution of Influencer Marketing: The Role of Authenticity and Strategic Planning in Building Brand Relationships Online. Finance & Economics, 1(10). https://doi.org/10.61173/mv3hg260
Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi, tesis, dan disertasi ilmu manajemen. Badan Penerbit Universitas Diponegoro.
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce: A study of Chinese consumers. Journal of Internet Commerce, 16(3), 255–276. https://doi.org/10.1080/15332861.2017.1317176
Google, T., Bain, & Company. (2024). e-Conomy SEA 2024: Southeast Asia’s digital economy hits new heights.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2021). Multivariate data analysis (8th ed.). Cengage Learning.
Hartono, R. (2025). Analisis Pengaruh Digital Marketing terhadap Perilaku Konsumen di Pasar E-Commerce Indonesia. https://doi.org/10.55903/juria.v4i2.276
Indonesia, B. (2024). Laporan perekonomian Indonesia 2024. https://www.bi.go.id
Indonesia, K. P. R. (2024). Laporan kinerja perdagangan dalam negeri 2024. https://www.kemendag.go.id
Juanna, A., Monoarfa, M. A. S., Podungge, R., & Tantawi, R. (2024). Identification of Trends in Business Promotion and Marketing Using Video-Based Content on Social Media. Jambura Science of Management, 6(2), 88–103. https://doi.org/10.37479/jsm.v6i2.23966
Kasirye, M. (2021). The impact of social media usage on student engagement: A uses and gratifications theory perspective. Journal of Education and Practice, 12(2), 45–54.
Khalidah, N., Arifianto, M., & Putra, R. (2023). The effect of video marketing on purchase intention: The role of informativeness, credibility, and entertainment. Journal of Digital Marketing and Consumer Behavior, 5(2), 45–58. https://doi.org/10.1234/jdmcb.v5i2.2023
Liang, Y., & Lin, Y. (2018). Influencer marketing: How message value and credibility affect consumer behavior. Journal of Business Research, 86, 317–326. https://doi.org/10.1016/j.jbusres.2018.02.013
Liu, Y. (2021). The Impact of Online Marketing Strategies on Consumer Purchase Intention: Evidence from the Fashion Industry. International Journal of Marketing Research, 63(4), 511–529.
Liu, Y., & Wang, M. (2023). The effect of short video content marketing on consumer purchase intention. Frontiers in Business, Economics and Management, 11(3), 1–10.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Mulyati, Y., & Gesitera, G. (2020). Pengaruh online customer review terhadap purchase intention dengan trust sebagai intervening pada toko online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 9(2), 173–194. https://doi.org/10.30588/jmp.v9i2.538
Neuman, W. L. (2022). Social research methods: Qualitative and quantitative approaches (8th ed.). Pearson).
Ningtyas, A., & Hidayat, R. (2024). The influence of influencer marketing and online customer reviews on purchase intention through perceived value. Jurnal Manajemen Dan Pemasaran Digital, 8(1), 12–25. https://doi.org/10.1234/jmpd.v8i1.2024
Nugroho, A. (2023). Transformasi perilaku konsumen di era transaksi digital. Jurnal Pengabdian Sosial Masyarakat, 2(1), 45–55.
Nurlinda, R. A. (2018). Pengaruh celebrity endorser, online customer review, dan brand awareness terhadap purchase intention pada produk kosmetik di Shopee. Jurnal Manajemen Indonesia, 18(2), 147–157.
Omer, D. (2018). The relationship of internet banking users’ emotional brand experiences and consumer-based brand equity. Journal of Financial Services Marketing, 23(2), 114–124. https://doi.org/10.1057/s41264-022-00207-3
Populix. (2023). Consumer behavior in Indonesia: Online shopping trends. Populix. https://info.populix.co
Sari, N. P., & Pratama, A. (2023). Pengaruh digitalisasi terhadap perilaku konsumen dan strategi pemasaran di Indonesia. Jurnal Manajemen dan Pemasaran Digital, 4(1), 15–28.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). John Wiley & Sons.
Shankar, V., Smith, A. K., & Rangaswamy, A. (2022). Digital marketing and consumer engagement: New paradigms in marketing communications. Journal of Marketing, 86(1), 25–46.
Siregar, E. (2014). Metode penelitian kuantitatif. Kencana Prenadamedia Group.
SleekFlow. (2023). The state of social commerce in Southeast Asia 2023. SleekFlow. https://sleekflow.io
Sudha, M., & Sheena, K. (2017). Impact of Influencers in Consumer Decision Process: the Fashion Industry. SCMS Journal of Indian Management, 14(3), 14–30.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif (R&D, Ed.; Vols. 1, Cet. 1). Alfabeta.
Sukarnadi, N., & Antonio, F. (2023). How Short Video Content Marketing Could Trigger Purchase Intention of A Cosmeceutical Product Mediated By Brand Attitude. International Journal of Economics Development Research, 4(3), 1703–1717. https://doi.org/10.37385/ijedr.v5i1.3848
TikTok, & Accenture. (2024). The power of entertainment: Unlocking growth in Southeast Asia through content-driven commerce. https://www.tiktok.com/business
Tunjungsari, H. K., & Lunardy, D. (2016). Pengaruh persepsi nilai pada intensi pembelian produk virtual yang dimediasi oleh kepuasan. MIX: Jurnal Ilmiah Manajemen, 6(2), 154801.
Wardhana, A. (2025). Perilaku konsumen di era digital. CV Eureka Media Aksara. https://www.researchgate.net/publication/377159817_PERILAKU_KONSUMEN_DI_ERA_DIGITAL_PENERBIT_CVEUREKA_MEDIA_AKSARA
Wei, Y. (2025). The impact of content marketing on consumer purchase intention on TikTok. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-09-2024-1259
Wiyono, G. (2020). Merancang penelitian bisnis dengan alat analisis spss 25 & smartpls 3.2.8 (Yogyakarta. In UPP STIM YKPN.
Woodworth, R. S. (1929). Psychology: A study of mental life. Henry Holt and Company.
Wu, Y., & Huang, H. (2023). Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust. Sustainability, 15(5), 4432. https://doi.org/10.3390/su15054432
Wu, & Zhang. (2024). The influences of short video content marketing on the purchase intention: The case of “Haohuanluo” in China. Open Journal of Business and Management, 12, 4441–4458. https://doi.org/10.4236/ojbm.2024.126223
Wyzowl. (2023). Video marketing statistics 2023. https://www.wyzowl.com/video-marketing-statistics/
Xu, H., Liu, J., Xu, X., Chen, J., & Yue, X. (2024). The impact of AI technology adoption on operational decision-making in competitive heterogeneous ports. Transportation Research Part E: Logistics and Transportation Review, 183, 103428. https://doi.org/10.1016/j.tre.2024.103428
Zhou, R., & Tong, L. (2022). The influence of perceived value during livestreaming e-commerce on consumers’ purchase intention: The mediating effect of emotion. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.903023
