Drivers Of Cosmetic Purchase Decisions On Shopee: Content Marketing, Influencer Marketing, Online Reviews, And Product Variety

Abstract

The growth of electronic commerce has expanded opportunities for cosmetic brands to reach consumers through marketplace platforms. In this environment, digital content, influencer endorsements, customer reviews, and product assortment may shape consumers’ purchasing decisions. This study examines the partial and simultaneous effects of content marketing, influencer marketing, online customer reviews, and product variety on the purchase decisions of Madame Gie cosmetics on Shopee. A quantitative approach was applied using primary data collected through an online questionnaire distributed via Google Forms. The sample comprised 120 respondents in the Greater Jakarta area who had purchased Madame Gie products through Shopee. The data were analyzed using descriptive analysis, validity and reliability tests, classical assumption tests, multiple linear regression, hypothesis testing, and the coefficient of determination with SPSS version 27. The reported results indicate that all four independent variables have positive and statistically significant partial relationships with purchase decisions. The simultaneous test also indicates that the variables jointly explain purchase decisions. Online customer reviews show the largest standardized regression coefficient (β = 0.306), making them the strongest predictor among the variables examined. The reported adjusted R-squared is 0.673, indicating that the model accounts for 67.3% of the variation in purchase decisions, while 32.7% is associated with factors outside the model. These findings highlight the importance of credible customer feedback alongside digital marketing activities and product assortment in online cosmetic retail.