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October 1, 2025International Journal Of Science Technology & ManagementOpen Access

The Influence of Influencer Marketing and Online Customer Reviews on Purchase Decisions with Mediator Brand Image

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Authors

FMFuad MustajabEMErlina Puspitaloka Mahadewi

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Overview

Quantitative analysis shows how influencer marketing and online reviews influence purchase decisions on TikTok, highlighting brand image as a key mediator.

Key Points

  • Influencer marketing and online customer reviews positively influence purchase decisions, while brand image plays a mediating role.
  • The study's analysis involved 126 active TikTok Shop users in Greater Jakarta, exploring brand image's impact on buying choices.
  • Data was analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM), revealing significant relationships among variables.
  • Marketing strategies incorporating influencers and customer reviews enhance brand image formation and subsequent purchase decisions.

Cite This Study

Mustajab et al. (2025) studied this question.

synapsesocial.com/papers/68dd91d5fe798ba2fc4990cahttps://doi.org/10.46729/ijstm.v6i5.1353
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1THE MEDIATING ROLE OF ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS: EXPLORING THE IMPACT OF LIVE SHOPPING FEATURES AND CONTENT MARKETING2025
  2. 2AFFILIATE MARKETING’S IMPACT ON TIKTOK PURCHASE: THE ONLINE REVIEW LINK2025
  3. 3Social Proof as A Leveraging Variable For Purchasing Decisions2025 · 1 citations
  4. 4The Influence of Brand Awareness on Purchase Intention Among TikTok Users in Padang: The Mediating Role of Influencer Endorsement and Influencer Credibility2025
  5. 5The Influence of TikTok Marketing Content and Facetology Brand Image on Purchase Decisions Mediated by Purchase Intention2025