The Influence of Brand Image, Digital Marketing, and Online Customer Reviews on Purchasing Decisions in the Skincare Industry

I Gusti Ayu Imbayani; I Made Surya Prayoga; Ni Komang Ayu Putri Dwiyanti

doi:10.32535/ijthap.v8i3.3756

The Influence of Brand Image, Digital Marketing, and Online Customer Reviews on Purchasing Decisions in the Skincare Industry

I Gusti Ayu Imbayani, I Made Surya Prayoga, Ni Komang Ayu Putri Dwiyanti

Abstract

The Indonesian skincare industry has experienced rapid growth, with Somethinc emerging as one of the most popular local brands. Despite its earlier success, recent data indicate a decline in Somethinc’s market position, raising concerns about the factors influencing consumer purchasing behavior. This study aims to analyze the influence of brand image, digital marketing, and online customer reviews on purchasing decisions for the Somethinc brand in Denpasar City. A quantitative research design was employed, using purposive sampling to collect data from 119 respondents who had previously purchased Somethinc products. Data analysis was conducted with SPSS version 26.0 to test the proposed hypotheses. The results show that brand image has a significant positive effect on purchasing decisions (? = 0.680; p < 0.05), digital marketing also exerts a significant positive effect (? = 0.178; p < 0.05), and online customer reviews significantly enhance purchasing decisions (? = 0.255; p < 0.05). These findings highlight the importance of strengthening brand perception, optimizing digital marketing strategies, and managing online reviews to sustain consumer trust and market competitiveness.

Keywords

Brand Image; Consumer Behavior; Digital Marketing; Online Customer Reviews; Purchasing Decisions; Skincare Industry

Full Text:

PDF

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Anggraeni, E. D. (2020). Pengaruh advertising dan brand ambassador terhadap keputusan pembelian melalui brand image pada konsumen produk pembalut charm di kota Depok. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 3(3), 419-433. https://doi.org/10.31842/jurnalinobis.v3i3.148

Annur, C. M. (2023). Perawatan dan Kecantikan, Kategori FMCG Terlaris di E-commerce RI 2023. Databoks. https://databoks.katadata.co.id/datapublish/2024/01/11/perawatan-dan-kecantikan-kategori-fmcg-terlaris-di-e-commerce-ri-2023

Arief, M., Mustikowati, R. I., & Chrismardani, Y. (2023). Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews. LBS Journal of Management & Research, 21(1), 81-99. https://doi.org/10.1108/lbsjmr-09-2022-0052

Bachri, S., Putra, S. M., Farid, E. S., Darman, D., & Mayapada, A. G. (2023). The digital marketing to influence customer satisfaction mediated by purchase decision. Jurnal Aplikasi Manajemen, 21(3), 578-592. https://doi.org/10.21776/ub.jam.2022.021.03.03

Bahri, K. N., & Komaladewi, R. (2023). The influence of Instagram, brand image, and price on online purchase decisions. Asia Pacific Journal of Management and Education, 6(1), 79–93. https://doi.org/10.32535/apjme.v6i1.165

Barreto, J. S., Dewi, L. K. C., & Ximenes, L. (2023). The influence of brand image and product quality on purchase decisions of packaged drinking water in Liquiça District, DILi–Timor Leste. International Journal of Multicultural and Multireligious Understanding, 10(1), 332-340. https://doi.org/10.18415/ijmmu.v10i1.4399

Baskara, A., & Nurhayati, N. (2023). Consumer behavior in Marketing 4.0: Social media marketing and website marketing on purchasing decisions through TAM as a mediating variable. International Journal of Social Science and Business, 7(3), 550-559. https://doi.org/10.23887/ijssb.v7i3.52056

CNBC Indonesia. (2024). Wow! Warga RI Habiskan Rp 2 Triliun Buat Beli Skin Care & Make Up. CNBCIndonesia. https://www.cnbcindonesia.com/research/20240412142617-128-529966/wow-warga-ri-habiskan-rp-2-triliun-buat-beli-skin-care-make-up

Compas. (2023). 5 Brand Perawatan Wajah Terlaris di e-Commerce. Compas. https://compas.co.id/article/top-5-brand-perawatan-wajah/

Dar, T. M., & Tariq, N. (2021). Footprints of digital marketing on customers’ purchase decision. Electronic Research Journal of Social Sciences and Humanities, 3, 20-30.

Ghoni, M. A., & Soliha, E. (2022). Pengaruh brand image, online customer review dan promotion terhadap keputusan pembelian pada marketplace Shopee. Jurnal Mirai Management, 7(2), 14-22. https://doi.org/10.37531/mirai.v7i2.2007

Hartanto, B., & Indriyani, L. (2022). Minat Beli di Marketplace Shopee. PT Inovasi Pratama Internasional.

Ilmi, S. H., Harianto, E., Mas’ud, R., & Azizurrohman, M. (2023). Does digital marketing based on brand image and brand trust affect purchase decisions in the Fashion Industry 4.0?. Jurnal Aplikasi Manajemen, 21(3), 553-566. https://doi.org/10.21776/ub.jam.2022.021.03.01

Imbayani, I. G. A, & Astiti, N. P. (2022). The influence of trust, advertising and quality of online services on online purchase decisions in the city of Denpasar. American Journal of Humanities and Social Sciences Research, 6(7), 294-301.

Imbayani, I. G. A., & Gama, A. W. S. (2018). The influence of electronic word of mouth (E-Wom), brand image, product knowledge on purchase intention. Jurnal Ekonomi dan Bisnis Jagaditha, 5(2), 145-153. https://doi.org/10.22225/jj.5.2.813.145-153

Imbayani, I. G. A., & Prayoga, I. M. S. (2023). Tren transformasi bisnis: Dampak inovasi produk dan digital marketing pada repurchase intention melalui brand image. Juima: Jurnal Ilmu Manajemen, 13(2), 181-193.

Iqbal, P., Siddiqua, S., Mirza, A., Rani, P., Nagpal, A., & Sharma, R. (2023). A study on impact of digital marketing and social media on purchasing decision of consumers. International Journal of Membrane Science and Technology, 10(4), 2330-2340.

Krasnostavskaia, N., Bozhuk, S., Pletneva, N., & Bocharnikova, A. (2022). The influence of online customer reviews on the purchase decision process for handmade products. The Eurasian Scientific Journal, 14(6). https://doi.org/10.15862/71ecvn622

Krisna, I. P., Anggraini, N. P. N., & Atmaja, N. P. C. D. (2024). The role of brand image in mediating the influence of online customer reviews and perceived ease of use on purchase decisions. Journal of International Conference Proceedings, 7(2), 468–482. https://doi.org/10.32535/jicp.v7i2.3471

Martha, L. P., Primadewi, A., Priwirjanto, E. S., Fatmawati, E., Yustina, I., Mastiyah, I., & Hidayati, L. L. A. (2023). The effects of digital marketing, word of mouth, and service quality on the purchase decisions: An empirical study of food SMEs products. International Journal of Data & Network Science, 7(3), 1117–1124. https://doi.org/10.5267/j.ijdns.2023.5.012

Munandar, D. (2022). The role of digital marketing, influencer marketing and electronic word of mouth (eWOM), on online purchase decisions for consumers of private university students in Bandung West Java. International Journal of Artificial Intelligence Research, 6(1). https://doi.org/10.29099/ijair.v6i1.298

Novela, S., Sihombing, Y. O., Hansopaheluwakan, S., & Aurellia, C. (2023, November). How online customer review and online customer rating influence customer purchase decision on e-marketplace with customer trust as a mediator. In 2023 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD) (pp. 1-6). IEEE. https://doi.org/10.1109/ICTMOD59086.2023.10472906

Ovirya, N., & Saputri, M. E. (2023). Pengaruh social media marketing dan customer online review terhadap keputusan pembelian Somethinc. Jurnal Informatika Ekonomi Bisnis, 1049-1054. https://doi.org/10.37034/infeb.v5i3.666

Payanti, N. M. A. D., Imbayani, I. G. A., & Prayoga, I. M. S. (2023). How shopping lifestyle moderates the effect of product variety and store atmosphere on impulse buying. Journal of International Conference Proceedings, 6(7), 90–101. https://doi.org/10.32535/jicp.v6i7.2821

Pujianti, A., & Wibowo, L. A. (2021, September). The influence of online customer reviews on online booking intention in the online B2C travel agent industry in Indonesia. In 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020) (pp. 495-500). Atlantis Press.

Rachmawati, A., Kana, A. A., & Anggarini, Y. (2020). Pengaruh harga, kualitas produk, dan gaya hidup terhadap proses keputusan pembelian produk hijab di Nadiraa Hijab Yogyakarta. Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa, 1(2). https://doi.org/10.35917/CB.V1I2.191

Regina, R., Rini, E. S., & Sembiring, B. K. F. (2021). The effect of online customer review and promotion through e-trust on the purchase decision of Bukalapakin Medan City. International Journal of Research and Review, 8(8), 236-243. https://doi.org/10.52403/ijrr.20210833

Saidi, S. A., Asnawi, R. A., & Huwae, V. E. (2023). Peran citra merek dan kesadaran merek sebagai mediasi pengaruh digital marketing terhadap keputusan pembelian pada Kopi Tuni Maluku. Amal: Jurnal Ekonomi Syariah, 5(1), 42–58. https://doi.org/10.33477/eksy.v5i01.5477

Shopee. (2024). Somethinc Harga Terbaik & Termurah Oktober 2025 | Shopee Indonesia. Shopee.Co.Id. https://shopee.co.id/search?keyword=somethinc

Solihin, D., Ahyani, A., & Setiawan, R. (2021). The influence of brand image and atmosphere store on purchase decision for Samsung brand smartphone with buying intervention as intervening variables. International Journal of Social Science and Business, 5(2), 262-270. https://doi.org/10.23887/ijssb.v5i2.30847

Suryani, W., & Lusiah. (2023). Perception of purchase decisions at Indonesia marketplace. International Journal of Research and Review, 10(4), 115–125. https://doi.org/10.52403/ijrr.20230415

Tokopedia. (2024). SOMETHINC Official. Tokopedia. https://www.tokopedia.com/somethinc

Widiastiti, N. M. G., Yasa, N. N. K., & Rahanata, G. B. (2020). The role of brand image in mediating the relationship of product quality and price fairness with purchase decision (a case study of the IPhone product in Denpasar City). International Journal of Economics and Management Studies, 7(4), 199-207. https://doi.org/10.14445/23939125/ijems-v7i4p124

Wilis, R. A., & Faik, A. (2022). The effect of digital marketing, influencer marketing and online customer review on purchase decision: A case study of cake shop" Lu’miere". Petra International Journal of Business Studies, 5(2), 155-162. https://doi.org/10.9744/ijbs.5.2.155-162

Yuliastuti, L. M., & Susila, G. P. A. J. (2021). Pengaruh citra merek dan electronic word of mouth terhadap keputusan penggunaan pada marketplace Lazada di Kabupaten Buleleng. Jurnal Pendidikan Ekonomi Undiksha, 13(1), 22–30. http://dx.doi.org/10.23887/jjpe.v13i1.32639

DOI: https://doi.org/10.32535/ijthap.v8i3.3756