THE IMPACT OF INFLUENCER MARKETING AND PROMOTION STRATEGY ON PURCHASE INTENTION AND DECISION: A CASE STUDY ON SHOPEE

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.