THE INFLUENCE OF ONLINE CUSTOMER REVIEW AND SOCIAL MEDIA INFLUENCER ON PURCHASE DECISIONS HMNS LOCAL PERFUME FOR GENERATION Z TIKTOK USERS IN SURABAYA

  • Kharisma Eka Ardiansyah Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia
  • Sugeng Purwanto Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia
  • Raden Johnny Hadi Raharjo Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia
DOI: https://doi.org/10.31538/iijse.v8i3.7519
Keywords: Generation Z, Purchase Decisions, Online Customer Review, Social Media Influencer

Abstract

This research investigates how Online Customer Reviews and Social Media Influencers influence the purchase decisions of Generation Z TikTok users in Surabaya regarding HMNS local perfume. Employing a quantitative method, data was gathered through online questionnaires distributed to 96 participants chosen using a purposive sampling technique. Data analysis was conducted using the Partial Least Square (PLS) method. The findings reveal that: (1) Online Customer Reviews significantly and positively impact the purchase decisions of Generation Z users; and (2) Social Media Influencers also exert a significant and positive influence on their decisions to buy HMNS local perfume in Surabaya.

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Published
2025-10-10
How to Cite
Ardiansyah, K., Purwanto, S., & Raharjo, R. (2025). THE INFLUENCE OF ONLINE CUSTOMER REVIEW AND SOCIAL MEDIA INFLUENCER ON PURCHASE DECISIONS HMNS LOCAL PERFUME FOR GENERATION Z TIKTOK USERS IN SURABAYA. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3), 11899-11908. https://doi.org/10.31538/iijse.v8i3.7519
Issue
Vol 8 No 3 (2025): Sharia Economics
Section
Articles

Copyright (c) 2025 Kharisma Eka Ardiansyah, Sugeng Purwanto, Raden Johnny Hadi Raharjo

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