This study aims to examine (1) the influence of influencer reviews on purchasing decisions for the Originote cosmetic products, (2) the influence of electronic word-of-mouth on purchasing decisions for the Originote cosmetic products. The method used in this study is a quantitative approach. Data were collected through the distribution of questionnaires online to 400 respondents who are consumers of the Originote products throughout Indonesia. The sampling technique used a non-probability sampling method with a purposive sampling technique. The data analysis technique used was multiple linear regression. The results of the study indicate that influencer reviews, electronic word-of-mouth, together have a significant effect on purchasing decisions for the Originote cosmetic products. Partially, influencer reviews (X1) have a positive effect on purchasing decisions (Y) for the Originote moisturizer, as can be seen from the calculated t-test of 7.600 > t-table of 1.966, and the significance value is 0.000 ≤ 0.05. Electronic word of mouth (X2) has a positive and significant effect on purchasing decisions (Y) of the Originote cosmetic products, as can be proven from the calculated t value of 3.770 > t table 1.966, and the significance value is 0.000 ≤ 0.05.
Romadani et al. (Wed,) studied this question.
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