The Influence of Influencer Credibility, User-Generated Content, and Online Customer Reviews on Purchase Decisions Through Purchase Intention as an Intervening Variable Among Jasmine Jilbab Consumers in Sidoarjo (Case Study: Consumers of Jasmine Jilbab in

Nazilatun Nafisah; Lucky Dwi Anggraini; Vemilia Nur Lilawati; Nikma Yucha

doi:10.61536/escalate.v4i02.790

Authors

Nazilatun Nafisah Maarif Hasyim Latif University
Lucky Dwi Anggraini Maarif Hasyim Latif University
Vemilia Nur Lilawati Maarif Hasyim Latif University
Nikma Yucha Maarif Hasyim Latif University

DOI:

https://doi.org/10.61536/escalate.v4i02.790

Keywords:

Influencer Credibility, Online Customer Reviews, Purchase Intention, Purchase Decisions, User-Generated Content

Abstract

This study aims to analyze the influence of Influencer Credibility, User-Generated Content (UGC), and Online Customer Reviews (OCR) on Purchase Decisions through Purchase Intention as an intervening variable among Jasmine Jilbab consumers in Sidoarjo. This research employed a quantitative approach using a survey method. The population consisted of Jasmine Jilbab consumers in Sidoarjo, with a sample of 153 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS version 4. The findings indicate that Influencer Credibility, User-Generated Content (UGC), and Online Customer Reviews (OCR) have a positive and significant effect on Purchase Intention. Furthermore, Online Customer Reviews (OCR) and Purchase Intention have a positive and significant effect on Purchase Decisions. In contrast, Influencer Credibility and User-Generated Content (UGC) do not have a significant direct effect on Purchase Decisions. The mediation analysis reveals that Purchase Intention does not significantly mediate the relationship between Influencer Credibility and Purchase Decisions. However, Purchase Intention positively and significantly mediates the effects of User-Generated Content (UGC) and Online Customer Reviews (OCR) on Purchase Decisions. This study concludes that Online Customer Reviews (OCR) are the most consistent factor in enhancing both Purchase Intention and Purchase Decisions among Jasmine Jilbab consumers.

Downloads

Download data is not yet available.

References

Agusti, F., Buwono, R. I., Dwyanton, F., & Wahyono, A. T. (2025). Multi Criteria Decision Making for the Preparation of Sustainability Indicators for the Printing Sector Industry. 5(1), 1–16.

Ajizah, M. I. N. & N. (2023). Pengaruh Digital Marketing Dan E-Trust Terhadap E-Purchase Decision Melalui E-Purchase Intention Pengguna Platform Shopee (Studi. Jurnal Ekonomi, Manajemen Dan Akuntansi, 2, 131–141.

Alamyar, I. H., & Kurniawati, H. (2024). The Role of User-Generated Content in Shaping Consumer Trust: A Communication Psychology Approach to E-commerce. Medium, 12(2), 175–191.

Amory, J. D. S., Mudo, M., & J, R. (2025). Transformasi Ekonomi Digital dan Evolusi Pola Konsumsi: Tinjauan Literatur tentang Perubahan Perilaku Belanja di Era Internet. Jurnal Minfo Polgan, 14(1), 28–37. https://doi.org/10.33395/jmp.v14i1.14608

Dewi, E. (2022). Hijab Culture Phenomenon: Between Religion, Trend and Identity.

Fajrina, R. (2024). Pengaruh Online Consumer Review Terhadap Minat Beli dan Keputusan Pembelian Pada Konsumen Tokopedia. 4, 10442–10453.

Ginayatunnisa, N. A., Savitri, C., & Faddila, S. P. (2025). Peran Kredibilitas Influencer dan Content Marketing Terhadap Keputusan Pembelian Sunscreen Azarine. 6(1), 105–119.

Harli, I. I., & Mutasowifin, A. (2021). Pengaruh Online Consumer Review dan Rating terhadap Minat Beli Produk Kesehatan pada E-Marketplace Shopee Selama Masa Pandemi COVID-19. 04(September), 558–572.

Hasany. (2025). Pengaruh Kredibilitas Influencer terhadap Minat Beli: Studi Literatur Sistematik. Journal of Innovative and Creativity, 5(2), 6907–6915.

Hasyim, M., & Midrorun, F. (2024). Pengaruh Kredibilitas Influencer dan Consumer Review Terhadap Minat Beli Produk MS Glow pada Platform Shopee. 5(11), 5308–5326.

Islamiyah, T. F., & Hapsari, R. D. V. (2023). Pengaruh Influencer Attributes,

Influencer Trustworthiness, dan Brand Image Terhadap Purchase Intention. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 2(3), 728–742. https://doi.org/10.21776/jmppk.2022.02.3.15

Jallouli, R. (2023). Ekonomi Digital. Teknologi Baru dan Inovasi Bisnis. https://link.springer.com/book/10.1007/978-3-031-42788-6

Kurniawan, A., Setiawan, C., Wijaya, F., & Sogodoran, A. (2025). Does Influencer Credibility Directly Drive Purchases ? Evidence from Indonesian Social Commerce Users. 6(4), 2750–2764.

Lu, Y. P. & L. (2024). Saluran pencarian pra-pembelian dan perilaku pembelian: Peran perdagangan sosial vs perdagangan elektronik tradisional. https://www.sciencedirect.com/science/article/abs/pii/S0969698924003205?

Magano, J., Au-Yong-oliveira, M., Walter, C. E., & Leite, Â. (2022). Attitudes toward Fashion Influencers as a Mediator of Purchase Intention. Information (Switzerland), 13(6), 1–16. https://doi.org/10.3390/info13060297

Ni Kadek Nila Purnami, K. W. S. P. (2026). Ni Kadek Nila Purnami, Komang Widhya Sedana Putra. 6, 665–678. https://doi.org/10.55606/jurimbik.v6i1.1672

Purwaseh, R. (2025). Pengaruh Online Customer Review Dan Promosi Gratis Ongkos Kirim Terhadap Keputusan Pembelian Produk Sunscreen Wardah Di Kecamatan Medan Timur ). 3(3), 217–235.

Rahmadani, S. (2023). Pengaruh Persepsi Kemudahan Dan Persepsi Risiko Terhadap Minat Menggunakan E-Wallet Aplikasi Dana Pada Generasi Milenial Di Kecamatan Tanjungpinang Timur. Skripsi, 1–85.

Rahmawati, M., & Komariyatin, N. (2026). Pengaruh Fear of Missing Out ( FoMO) dan User Generated Content terhadap Purchase Decision Skincare Facetology Gen Z Di Tiktok Shop Dengan Purchase Intention Sebagai Mediasi. 7(4), 3806–3818.

Romadhona, S. (2023). Pengaruh Kemudahan Penggunaan Dan Persepsi Risiko Terhadap Minat Beli Dan Keputusan Pembelian Pada Aplikasi Shopee Di Kabupaten Pasuruan. 2, 555–568.

Safira, I. & M. N. (2025). Kredibilitas Influencer Dalam Mempengaruhi Minat Beli Konsumen Produk Skincare Ms Glow. 113–122.

Sokolova, K., & Kefi, H. (2019). Instagram and YouTube bloggers promote it , why should I buy ? How credibility and parasocial interaction influence purchase intentions.

Sukma, Ni Kadek, & I. (2025). Pengaruh User Generated Content Dan Electronic Word Of Mouth Pada Media Sosial Tiktok Terhadap Minat Beli Produk. 14(9), 682–697.

Van Dat, N., Hoang, C. C., & Khoa, B. T. (2025). User-Generated Content, Online Trust, and Purchase Intention: An Empirical Study of Social Commerce Platforms. Jurnal The Messenger, 17(1), 1–16.https://doi.org/10.26623/themessenger.v17i1.11268

Walther, M., Jakobi, T., Watson, S. J., & Stevens, G. (2023). A systematic literature review about the consumers’ side of fake review detection – Which cues do consumers use to determine the veracity of online user reviews? Computers in Human Behavior Reports, 10(February), 100278. https://doi.org/10.1016/j.chbr.2023.100278

Wibowo, B., & Heryjanto, A. (2020). Pengaruh Kredibilitas Influencer , Nominal Harga ,. Journal of Business and Applied Management, 13(1), 83–90.

Widyayanti, E. R., Widyayanti, E. R., & Behavior, O. C. (2024). Pengaruh Digital Marketing : Media Sosial Dan E-Commerce Terhadap Perilaku Pembelian Konsumen Online Di Kota. 4(2), 565–590.