Pengaruh Video Marketing, Influencer Marketing, dan Online Customer Review Terhadap Purchase Intention yang Dimediasi oleh Perceived Value

video marketing influencer marketing online customer review perceived value purchase intention

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April 27, 2026

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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