The Influence of Influencers, Social Media Marketing, and Online Customer Reviews on Fast Food Purchase Decisions via Shopee
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This study examines the effects of influencers, social media marketing, and online customer reviews on fast-food purchasing decisions through the Shopee platform among students at Institut Bisnis dan Informatika Kosgoro 1957. The study employed a quantitative approach with a descriptive-explanatory research design. A total of 120 active Regular 1 students were selected using purposive sampling, based on the criteria that they had the Shopee application installed and had previously purchased fast food through the platform. The data were analyzed using instrument quality tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, correlation analysis, and the coefficient of determination. The findings indicate that influencers do not have a statistically significant partial effect on purchasing decisions (β = 0.079; t = 0.992; p = 0.323). In contrast, social media marketing has a positive and significant effect on purchasing decisions (β = 0.462; t = 4.781; p < 0.001), as do online customer reviews (β = 0.320; t = 3.432; p = 0.001). Simultaneously, the three predictors significantly influence purchasing decisions (F = 67.427; p < 0.001) and explain 63.6% of the variance in purchasing decisions. These findings suggest that social media marketing initiatives and online customer reviews play a more substantial role in shaping consumers’ purchasing decisions than the mere presence of influencers.
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