PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN MELALUI ONLINE CUSTOMER REVIEW SEBAGAI VARIABEL MEDIASI

This study aims to analyze the influence of social media marketing on purchase decisions with online consumer review as a mediating variable among consumers of Skintific skincare products in Malang City. A quantitative approach was employed using a survey method by distributing questionnaires to 110 respondents who had purchased and used Skintific products at least once within the last six months. The data analysis techniques used were Mediated Regression Analysis (MRA) and the Sobel Test to examine the relationships among variables. The results show that social media marketing has a positive and significant effect on purchase decisions, social media marketing has a positive and significant effect on online customer review, online customer review has a positive and significant effect on purchase decisions, and social media marketing also has a positive and significant effect on purchase decisions through online customer review. These findings indicate that consumers tend to feel more confident in making a purchase after reading reviews from other users, even if their initial interest stemmed from social media promotions. Therefore, it is recommended that companies strengthen their marketing strategies through social media and encourage consumers to provide positive online reviews to increase purchase decisions and enhance market competitiveness.