The Influence of Online Customer Reviews, Product Quality, and Influencer Marketing on Consumer Purchase Decisions: Evidence from NPure Skincare Consumers on Sociolla E-Commerce Platform

Abstract

The rapid growth of e-commerce platforms has transformed consumer behavior in purchasing skincare products, where online information sources, product attributes, and digital marketing strategies play important roles in influencing purchase decisions. This study aims to analyze the influence of online customer reviews, product quality, and influencer marketing on consumer purchase decisions for NPURE skincare products on the Sociolla e-commerce platform in Denpasar City. This research employed a quantitative approach using a survey method. The sample consisted of 112 respondents who had purchased and used NPURE skincare products through the Sociolla e-commerce platform, with data collected through questionnaires. The data were analyzed using validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, multiple correlation analysis, coefficient of determination, F-test, and t-test. The findings indicate that online customer reviews, product quality, and influencer marketing simultaneously have a positive and significant influence on consumer purchase decisions. Partially, each independent variable also contributes significantly to consumers’ decisions in purchasing NPURE skincare products. This study provides practical implications for skincare brands and e-commerce marketers in optimizing digital marketing strategies, improving product quality, and utilizing consumer-generated content to strengthen purchase intention.