Electronic Theses and Dissertation

Perkembangan teknologi digital telah mengubah perilaku konsumen, khususnya dalam aktivitas pembelian melalui platform social commerce seperti TikTok Shop. Penelitian ini bertujuan untuk menganalisis pengaruh advertising attractiveness, influencer marketing, dan online customer reviews terhadap purchase decision pada brand No Void Minds. Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory research, melibatkan 152 responden yang dipilih melalui teknik purposive sampling di Kota Banda Aceh. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa seluruh variabel independen berpengaruh positif dan signifikan terhadap purchase decision. Advertising attractiveness menjadi faktor paling dominan, diikuti oleh influencer marketing dan online customer reviews. Nilai R-square sebesar 0,601 menunjukkan bahwa 60,1% variasi purchase decision dapat dijelaskan oleh ketiga variabel tersebut. Hasil ini menegaskan pentingnya daya tarik iklan yang kreatif dan visual dalam mendorong keputusan pembelian, yang diperkuat oleh kredibilitas influencer serta ulasan pelanggan dalam platform digital.
Kata Kunci: Advertising Attractiveness, Influencer Marketing, Online Customer Reviews, Purchase Decision.

The rapid development of digital technology has transformed consumer behavior, particularly in online purchasing through social commerce platforms such as TikTok Shop. This study aims to analyze the influence of advertising attractiveness, influencer marketing, and online customer reviews on purchase decisions for the No Void Minds brand. A quantitative approach with an explanatory research design was applied, involving 152 respondents selected through purposive sampling in Banda Aceh. Data were collected using an online questionnaire and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results indicate that all independent variables have a positive and significant effect on purchase decision. Advertising attractiveness emerges as the most dominant factor, followed by influencer marketing and online customer reviews. The model demonstrates moderate explanatory power with an R-square value of 0.601, indicating that 60.1% of purchase decision variance can be explained by the variables studied. These findings highlight the importance of creative and visually appealing advertising in driving consumer decisions, supported by influencer credibility and customer feedback in digital platforms. The study contributes to the development of digital marketing strategies by emphasizing the integration of promotional elements in social commerce environments. Keyword: Advertising Attractiveness, Influencer Marketing, Online Customer Reviews, Purchase Decision