The Effect of Influencer Marketing and Online Customer Reviews on Purchase Intention for Lozy Hijab Arabian Shawl Products on the TikTok Shop Platform
Downloads
The rapid growth of social commerce has transformed consumer purchasing behavior, particularly in the fashion and Muslim apparel industry. The TikTok Shop platform provides opportunities for brands to increase product visibility through influencer marketing and online customer reviews that may shape consumer perceptions and purchase decisions. This study aims to examine the effect of influencer marketing and online customer reviews on purchase intention for Lozy Hijab Arabian Shawl products on the TikTok Shop platform. This research employed a quantitative approach using a survey method distributed to consumers who were familiar with Lozy Hijab products and had interacted with TikTok Shop content. Data were collected through questionnaires and analyzed using statistical techniques to evaluate the relationship between influencer marketing, online customer reviews, and purchase intention. The findings indicate that influencer marketing contributes to consumers’ purchase intentions by increasing product awareness, trust, and perceived attractiveness through influencer credibility and content engagement. In addition, online customer reviews influence purchase intention by providing social proof, product information, and confidence regarding product quality and customer experience. The combination of influencer marketing strategies and positive online reviews strengthens consumer attitudes toward purchasing decisions. This study provides practical implications for Lozy Hijab and similar fashion brands in optimizing digital marketing strategies on social commerce platforms by improving influencer collaboration and encouraging authentic customer feedback.
Adeyemi, O., Musa, A., & Garba, U. (n.d.). Analyzing how customer data reshapes purchasing decisions and brand engagement.
Amankona, D., Yi, K., & Kampamba, C. (2024). Understanding digital social responsibility’s impact on purchase intention: Insights from consumer engagement, brand loyalty and Generation Y consumers. Management Matters, 21(2), 117–142.
Arviana, J. T., Oktavia, A., Hellyani, C. A., & Anna, T. (2026). Peran influencer marketing pada tranformasi perilaku digital Generasi Z di Indonesia. Akuntansi Pajak dan Kebijakan Ekonomi Digital, 3(2), 64–77.
Aurelia, T. P., & KS, W. (2022). The influence of trust, ease of use, and risk perception on purchase intention at Tokopedia. International Journal of Economics, Business and Accounting Research (IJEBAR), 2022(2), 1066–1074.
Busalim, A., & Asadi, S. (2025). What drives customers to engage with social commerce: A systematic review and factor derivation approach. Information Systems and E-Business Management, 23(3), 717–743.
Chen, C.-W. (2024). Utilizing a hybrid approach to identify the importance of factors that influence consumer decision-making behavior in purchasing sustainable products. Sustainability, 16(11), 4432.
Daroini, S., & Hastriana, A. Z. (2025). Maqashid Al-Sharia based marketing strategy of Imam As-Syatibi in facing business competition: A case study of Arinna Hijab Ganding. BIMA Journal (Business, Management, & Accounting Journal), 6(2), 819–838.
Handoyo, S., Suharman, H., Ghani, E. K., & Soedarsono, S. (2023). A business strategy, operational efficiency, ownership structure, and manufacturing performance: The moderating role of market uncertainty and competition intensity and its implication on open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 9(2), 100039.
Hart, P. F., & Rodgers, W. (2024). Competition, competitiveness, and competitive advantage in higher education institutions: A systematic literature review. Studies in Higher Education, 49(11), 2153–2177.
Helfiyana, Alwie, A. F., & Samsir. (2024). The influence of online customer review and perceived risk on e-trust and purchase intention on e-commerce Lazada in Pekanbaru City. InJEBA, 2(3), 295–310. https://doi.org/10.5281/zenodo.13291575
Indig, T., & Gal, M. S. (2015). Lifting the veil: Rethinking the classification of developing economies for competition law and policy. In The economic characteristics of developing jurisdictions (pp. 51–82). Edward Elgar Publishing.
Mananti, A., Fauzhiansyah, N. R., Siahaan, D. M., Putri, I. R. R. R. J., & Jaswita, D. I. (2020). Pengaruh kredibilitas influencer Dianty Annisa dan daya tarik konten media sosial terhadap keputusan pembelian produk Saudaree melalui platform Shopee. JIIC: Jurnal Intelek Insan Cendikia, 3(1).
Pakpahan, A. K., Ekasari, A., & Chandra, K. (2026). Nilai emosional dan minat beli konsumen: Studi empiris pada platform TikTok Shop di Indonesia. Journal of Management and Digital Business, 6(1), 481–494.
Pramudya, L. P. (2025). Pengaruh EWOM, persepsi harga, dan persepsi risiko pada pengguna Garnier Men di Bojonegoro. Journal of Applied Digital Business Research, 1(2), 382–396.
Salsabilla, N., & Trisni, H. (2023). Pengaruh online customer review terhadap minat beli. JIMEA: Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 7(2), 1759–1769.
Samudra, S. S., & Prasetya, H. (2025). Pengaruh E-WOM, FoMO, impulsive buying terhadap keputusan pembelian makanan TikTok Gen-Z Surabaya. Journal of Artificial Intelligence and Digital Business (RIGGS), 4(4), 3439–3445.
Sarisma, G., & Wati, K. M. (2026). Pengaruh kredibilitas influencer, daya tarik kepercayaan dan persepsi kualitas terhadap niat influencer, dan pengaruh media sosial pada. Jurnal Media Akademik (JMA), 4(3).
Setiawan, B., Cahyani, P. D., Hutami, L. T. H., & Maharani, B. D. (2024). The influence of social media marketing on brand awareness, brand image, customer engagement, and purchase decision. Economics and Business Solutions Journal, 8(2), 124–135. https://doi.org/10.26623/ebsj.v8i2.10312
Sinaga, S. G., Aprillia, A., & Maranatha, K. (2025). Peran online customer review dan online customer rating terhadap niat beli. JIIP: Jurnal Ilmiah Ilmu Pendidikan, 8(6), 5570–5578.
Syah, M. A., & Indriani, F. (2020). Analisis pengaruh online customer review terhadap minat beli konsumen pada produk kosmetik (Studi kasus pada pengguna Female Daily Indonesia). Diponegoro Journal of Management, 9(3), 1–9.
Talari, M., & Khoshroo, M. (2023). Impact of industry competitive intensity on brand performance: Mediating role of market orientation and organizational learning. Journal of Research in Marketing and Entrepreneurship, 24(2), 270–291.
Wibowo, N. A., & Koko, S. (2022). Trust memediasi online customer review dan rating terhadap minat beli melalui marketplace Shopee. Jurnal Ekonomi dan Bisnis, 11(4), 201–207.
Yadav, G. N. S., & Seranmadevi, R. (2024). The digital transformation: Crafting customer engagement strategies for success. In Digital technologies, ethics, and decentralization in the digital era (pp. 80–98). IGI Global Scientific Publishing.
Zahroh, D., & Willy, A. (2025). Analisis pengaruh perceived credibility dan trust terhadap attitude toward social media influencer serta implikasinya pada niat pembelian kosmetik halal oleh Gen Z di Jabodetabek. PROMOSI: Jurnal Program Studi Pendidikan Ekonomi, 13(2), 750–761.
Copyright (c) 2026 Fawwaz Lexia Putra, Vigory Gloriman Manalu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
