The Role of Influencer Marketing, Online Customer Reviews, and Content Marketing in Purchase Decisions for Npure Skincare Products on the Shopee Marketplace

Abstract

The development of digital technology has driven significant changes in consumer behavior, especially in the purchasing decision-making process in the marketplace. The skincare industry, as one of the sectors with rapid growth, shows a high dependence on social media-based marketing strategies. This study aims to analyze the influence of influencer marketing, online customer reviews, and content marketing on the purchasing decision of Npure skincare products on the Shopee marketplace. The research method used a quantitative approach by distributing questionnaires to consumers who had purchased Npure products through Shopee. The results showed that influencer marketing plays an important role in building trust and positive perceptions of the product. Online customer reviews proved to be a dominant factor influencing consumer confidence before making a purchase, while content marketing contributed significantly to shaping consumer interest and understanding of the product. Simultaneously, these three variables have a positive and significant influence on purchasing decisions. These findings provide strategic implications for businesses and digital marketers to optimize content quality, influencer credibility, and customer review management to enhance competitiveness on the marketplace.