Influencer Marketing, Online Reviews and E-WOM as Key Drivers of Consumer Purchase Intention

Nur Pratiwi; Made Ermawan Yoga Antara; Kadek Ayu Cahyanti

doi:10.38043/technopreneurbiz.v1i1.6978

Authors

Nur Pratiwi Universitas Islam Negeri Alauddin Makasar
Made Ermawan Yoga Antara Universitas Pendidikan Nasional
Kadek Ayu Cahyanti Universitas Pendidikan Nasional

DOI:

https://doi.org/10.38043/technopreneurbiz.v1i1.6978

Keywords:

Influencer Marketing, Online Customer Review, E-WOM, Digital Marketing

Abstract

This study aims to analyze the impact of Influencer Marketing, Online Customer Reviews, and Electronic Word of Mouth (E-WOM) on consumer purchase intention at Foxxy Store in Denpasar. The background of this research is based on the rapid growth of digital marketing, especially in the fashion industry, which demands effective communication strategies to attract consumers. The research method used a quantitative approach with survey techniques, distributing questionnaires to 120 respondents from Foxxy Store. Data were analyzed using multiple linear regression with the help of SPSS 25. The findings show that Influencer Marketing, Online Customer Reviews, and E-WOM have a positive and significant effect on consumer purchase intention both partially and simultaneously. Influencer Marketing proves effective in building emotional connections and brand credibility, Online Customer Reviews play a role in strengthening consumer trust through positive reviews, while E-WOM significantly influences consumer perceptions and purchase impulses through recommendations among consumers. Overall, this study emphasizes the importance of integrating digital marketing strategies combining these three factors to enhance trust, purchase intention, and competitiveness of Foxxy Store in the local fashion market.

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