Abstract:
Along with the growth of e-commerce, influencer marketing and promotional
strategies are two important factors that impact consumer purchasing decisions.
Shopee's success is reflected in the rapid growth of Shopee users and makes it one
of the leading e-commerce platforms in Indonesia. However, there is still a gap in
understanding the specific impact of the effectiveness of influencer marketing and
promotion strategy on Shopee e-commerce. This research aims to address this gap
by providing an understanding of the interaction between the effectiveness of
influencer marketing and promotion strategy on purchase decision mediated by
purchase intention. Quantitative methods were used, and data were obtained
through an online questionnaire. Purposive sampling was applied, and 323 valid
respondents were obtained by analyzing the data using PLS-SEM with Smart-PLS
3.2.9. This research indicates that Influencer Marketing and Promotion Strategy
each significantly impact Purchase Decision as well as Purchase Intention. Purchase
Intention significantly impacts Purchase Decision. However, Influencer Marketing
and Promotion Strategy have a weak impact on Purchase Intention, accounting for
only 29.5% and their combined impact on Purchase Decision through mediation is
also weak, affecting only 26% of Purchase Decision. Statistically, “weak” indicates
that the relationship only makes a low contribution to explaining changes in the
dependent variable, with a weak R Square value close to 0 indicating a low strength
of impact.
