The Influence of Influencer Marketing and Online Customer Reviews on Purchasing Decisions with Brand Image as an Intervening Variable (A Study on Gen Z Consumers of Mykonos Perfume at TikTok Shop in Malang)

  • Muhammad Arjuna Firmansyah Universitas Islam Negeri Maulana Malik Ibrahim, Malang, Indonesia
  • Lailatul Farid a Universitas Islam Negeri Maulana Malik Ibrahim, Malang, Indonesia
Keywords: Brand Image, Influencer Marketing, Online Customer Review, Purchase Decision, Tiktok Shop

Abstract

The rapid development of digital marketing presents an opportunity for local brands to expand their market, but also requires companies to be able to attract attention and convince consumers to make purchases. This study aims to analyze the influence of Influencer Marketing and Online Customer Review on purchasing decisions with Brand Image as an intervening variable among Generation Z consumers of Mykonos perfume at TikTok Shop in Malang City. The study used a quantitative approach with data collection through questionnaires to 105 respondents. Data were analyzed using the SEM-PLS method through SmartPLS 4. The results showed that Influencer Marketing had a positive and significant effect on purchasing decisions and Brand Image. Meanwhile, Online Customer Review did not have a significant direct effect on purchasing decisions, but had a positive and significant effect on Brand Image. In addition, Brand Image was proven to have a significant positive effect on purchasing decisions and was able to mediate the influence of Influencer Marketing and Online Customer Review on consumer purchasing decisions.

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Published
2026-10-02
How to Cite
Firmansyah, M., & a, L. (2026). The Influence of Influencer Marketing and Online Customer Reviews on Purchasing Decisions with Brand Image as an Intervening Variable (A Study on Gen Z Consumers of Mykonos Perfume at TikTok Shop in Malang). Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(2), 14084-14097. Retrieved from https://e-journal.uac.ac.id/index.php/iijse/article/view/10541
Issue
Vol 9 No 2 (2026): Sharia Economics
Section
Articles

Copyright (c) 2026 Muhammad Arjuna Firmansyah, Lailatul Farid a

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