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Why customers buy an online product? The effects of advertising

attractiveness, influencer marketing and online customer reviews

Article in LBS Journal of Management & Research · June 2023

DOI: 10.1108/LBSJMR-09-2022-0052

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Why customers buy an online Customer buy

an online
product? The effects of advertising product

attractiveness, influencer
marketing and online
customer reviews Received 20 September 2022
Revised 16 December 2022
Accepted 31 January 2023
Mohammad Arief
Department of Management, Universitas Trunojoyo Madura, Bangkalan, Indonesia
Rita Indah Mustikowati
Department of Management, Universitas PGRI Kanjuruhan Malang,
Malang, Indonesia, and
Yustina Chrismardani
Department of Management, Universitas Trunojoyo Madura, Bangkalan, Indonesia

Abstract
Purpose – Digitalization in marketing activities has made it easier for people to make purchase decision. This
platform encourages every firm to optimize digitalization as part of its marketing strategy. Optimization of
attractive digital marketing involves advertising attractiveness, influencer marketing and online customer
reviews. This study aims to investigate advertising attractiveness, influencer marketing and online customer
reviews on purchase decision.
Design/methodology/approach – The study was conducted with a quantitative approach. A total of 120
respondents were involved in this study by using convenience sampling techniques in data collection. Multiple
linear regression was used to analyze the data.
Findings – The results of the study show that influencer marketing and online customer reviews have an
impact on online purchase decision. Meanwhile, advertising attractiveness does not show any influence on
purchase decision.
Practical implications – Despite the start-ups have modified the website by increasing the content to make it
more informative, it seems that customers are not interested in making a purchase. Therefore, notwithstanding
the role of website attractiveness, the use of physical attractiveness is still considered an effective way to
encourage customers to make purchasing decisions. In this way, a firm needs to make adjustments between the
customers’ personality, lifestyle and attitudes and endorsers.
Originality/value – This study developed previous empirical studies which a positive relationship
between advertising attractiveness, influencer marketing, online customer reviews and purchase
decision. The development of the model was carried out by elaborating variable indicators. In addition,
the source of increasing credibility was not based on physical attractiveness, but rather emphasizes the
website quality.
Keywords Advertising attractiveness, Influencer marketing, Online customer reviews, Purchase decision
Paper type Research paper

© Mohammad Arief, Rita Indah Mustikowati and Yustina Chrismardani. Published in LBS Journal of
Management & Research. Published by Emerald Publishing Limited. This article is published under the
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create derivative works of this article (for both commercial and no commercial purposes), subject to full Emerald Publishing Limited
attribution to the original publication and authors. The full terms of this licence may be seen at http:// e-ISSN: 0974-1852
p-ISSN: 0972-8031
creativecommons.org/licences/by/4.0/legalcode DOI 10.1108/LBSJMR-09-2022-0052
LBSJMR 1. Introduction
The advances of internet technology have driven changes in people’s lifestyles. In the past,
the majority of people used conventional approaches in making purchases. At present,
internet technology has brought people’s interest in online shopping. There is a
rationalization of the shift in people’s behavior in shopping. Studies conducted by Chang,
Chih, Liou, and Yang (2016), Moreno, Calder
on, and Moreno (2016) reveal that internet
technology has reshaped how people live, improving well-being through product offerings
and choices, providing efficiency in lower price offerings, providing unlimited information
and expanding distribution channels. Other studies have also shown that the use of
technology in shopping can be done without having to meet face-to-face between sellers
and buyers (Arief, 2021; Dahnil, Marzuki, Langgat, & Fabeil, 2014; Ha, Bae, & Son, 2015), so
that it will reduce obstacles in carrying out the transaction process (Oztamur € &
Karakadılar, 2014).
However, customers probably face an uncertainty when make online transactions. For
example, customers may be concerned that the virtual disclosure of personal information
will be misused by others (Bhat, Prasad, Sinha, Sagorkar, & Fernandes, 2018; Zhong, 2019)
as well as products not meeting expectations (Chang et al., 2016; Cronin & Morris, 1989).
The uncertainty in online transactions has the potential to pose risks for customers. To
overcome this, a firms must take a preventive action by building trust (Dai, Forsythe, &
Kwon, 2013; Lim, Osman, Salahuddin, Romle, & Abdullah, 2016). Through these efforts,
we believe that it is not easy for a firm to virtually build trust with customers. Before a
purchase decision is made, customers may assess the extent of ad appeal (Kergoat, Meyer,
& Merot, 2017; Munnukka, Uusitalo, & Toivonen, 2016), who are the influencers used in
marketing (Asan, 2022; Audrezet, de Kerviler, & Guidry Moulard, 2020) and they may
conduct a review of existing catalogs (Ha et al., 2015; Lee & Shin, 2014; Senecal & Nantel,
2004). From these considerations, customers will be assessing the integrity of an online
firm (Mukherjee & Nath, 2007). Thus it can be seen that in conditions of uncertainty and
risk, the integrity of an online firm is very important in helping customers to gain trust in
online activities.
Previous studies have shown the relationship between advertising attractiveness
(Furaji, Łatuszy
nska, Wawrzyniak, & Wa˛ sikowska, 2013; Khuong, 2015; Triyono, Ginting,
Karina, & Sembiring, 2019), influencer marketing (Guptaa, 2021; Kavaliauskien_e & Margis,
2017; Lou & Yuan, 2019; Nagori, 2020) and online customer reviews (Constantinides &
Holleschovsky, 2016; Thomas, Wirtz, & Weyerer, 2019; Zhang, Zheng, & Wang, 2020) on
purchase decision. In general, the results of the study showed that there was a positive
relationship in each observed variable. But from other searches, it has resulted in some
conclusions as follows. First, there are still very few studies of advertising attractiveness
in relation to purchase decision. Even if there is, some researchers use effectiveness
parameters in measuring advertising attractiveness (Baker & Churchill, 1977; Caballero,
Lumpkin, & Madden, 1989; Jantzon & Basil, 2018; Phau & Lum, 2000). For example, Jantzon
and Basil (2018) explained that advertising attractiveness has decreased the intensity
of product purchases. This can happen when companies use endorsers to increase
advertising attractiveness, advertising effectiveness will decrease for people with similar
genders.
Second, most research on the topic of advertising attractiveness is focused on physical
attractiveness resources (Li, 2015; Sompel & Vermeir, 2016). When some researchers use
sources to explain advertising attractiveness, they place more emphasis on persuasive ability
to communicate (DeShields, Kara, & Kaynak, 1996; Phau & Lum, 2000), a person’s behavior
(Sompel & Vermeir, 2016), culture (Liu & Brock, 2011) and body shapes that can change
stereotypes (Bower, 2001). Overall, several approaches are used in advertising attractiveness
to increase credibility (Kim & Na, 2007; Munnukka et al., 2016).
 Third, there is a consensus that influencers in marketing activities will have a positive Customer buy
impact on purchase decision, cannot always occur. Functionally, influencers tend to use their an online
expertise at a certain market share (Hudders & Lou, 2022). This is done to distinguish the
products that will be recommended to the intended market. Consequently, the use of
product
influencers in marketing has the potential to have a negative impact, especially on behavioral
(Ho-dac, Carson, & Moore, 2013; Leban, Thomsen, Wallpach, & Voyer, 2020) and the
credibility and reputation of influencers (Ryu & Han, 2021). Finally, to avoid bias in purchase
decision, customers will review the products offered (Lackermair, Kailer, & Kanmaz, 2013).
When a customer conducts an online review, it will involve at least two components, namely,
personality and knowledge (Cheung, Lee, & Rabjohn, 2008; Senecal & Nantel, 2004). Based on
these two components, the results of online customer reviews will result in a decision whether
to buy or not. Customers will make a purchase if they can capture the information submitted,
and vice versa (Lee & Shin, 2014).
Considering some of these reviews, this research contributes to increasing the credibility
of online firm to build customer trust. To the best our knowledge, the majority of studies
addressing the topic of increasing the credibility of online companies still focus on the
physical attractiveness of the endorser. This is understandable, because customers tend to
demonstrate positive behavior from physically attractive endorsers (Kahle & Homer, 1985;
Snyder & Rothbart, 1971). Specifically, we offer an alternative by highlighting the website
quality dimension to increase credibility. When an online platform can increase credibility, it
will encourage customer attitudes and behavior to make purchasing decisions. Empirically, a
focus switching from endorser attractiveness to website quality might have an impact on the
findings. This shows an interesting gap to explore. To fill the gap of the relationship between
advertising attractiveness, influencer marketing and online customer reviews and
purchasing decisions, we focus our studies on start-up businesses. The reason is that
start-ups are considered as organizations entering the market with new business models
(Kusumaningtyas et al., 2021) and require more specific knowledge (Guerrero & Urbano,
2014). This assumption arises because the main strength of start-up businesses is the ability
to innovate and use technology (Potjanajaruwit & Girdwichai, 2019; Sabeena &
Ayyapparajan, 2020).
Thus this study aims to analyze issues related to the relationship between advertising
attractiveness, influencer marketing and online customer reviews on purchase decision.
To achieve the desired goal, the study is structured as follows. We begin by linking
theories about the observed variables, both from literature and empirical approach.
Furthermore, theoretical frameworks and hypotheses are proposed to predict the
findings of the proposed problems (see Figure 1). To empirically test the model, we
compiled a methodological design. At the end, the research model will be tested using
multiple regression analysis. The results of statistical calculations will be discussed and
concluded.

Advertising
Attractiveness (X1)
H1
Influencer H2
Purchase
Marketing (X2) Decision (Y)

Online Customer H3 Figure 1.

Reviews (X3) The research model
LBSJMR 2. Literature review and hypothesis development
2.1 Advertising attractiveness
Preliminary studies have shown that advertising attractiveness is related to the ability to
communicate (DeShields et al., 1996; Phau & Lum, 2000), behavior (Sompel & Vermeir, 2016)
and body shape (Bower, 2001). This underlies the focus of the study, where the use of
endorsements has been linked to measuring advertising attractiveness. Although in the
literature, the focus of the explanation of advertising attractiveness is more directed at physical
attractiveness, the use of endorsements is only part of the concept measurement. Referring to
the study conducted by Caballero et al. (1989), when the phenomenon of physical attraction is
widely discussed by researchers, there is a substance in the formulation. The findings explained
that the formulation of physical attractiveness includes (1) the extent to which respondents’
responses to physical attractiveness can be conditioned over time and (2) the extent to which
physical attractiveness may give rise to various positive attributions from respondents.
Caballero et al. (1989) indicated that protoype of advertising attractiveness is not only
focused on endorsers. But more than that, advertising attractiveness can be designed with
more informative content and types (Haj Eid, Nusairat, Alkailani, & Al-Ghadeer, 2020;
Lutfie & Marcelino, 2020) as well as attractive design (Soberman & Xiang, 2022; Xin Teo,
Leng, & Phua, 2019). To adopt the content design, Amandeep, Varshney, and Aulia (2017)
explained the operationalization of advertising attractiveness, including uniqueness,
informative, use, features, character and clarity. Some of the operationalization of
advertising attractiveness can be considered as a stimulus factor for respondents. The
point is that advertising attractiveness emphasizes more on the efforts of a firms to provide
stimulus to respondents so that they can encourage attitudes and cognitive in making
purchase decision (Cvirka, Rudien_e, & Mork unas, 2022; Kergoat et al., 2017).
The positive relationship between advertising attractiveness and purchase decision has
been agreed upon by several researchers. In their study, Furaji et al. (2013) analyzed consumer
behavior with a survey approach. A total of 174 respondents were involved in the study, with
the category of men and women in Basra City, Iraq. Each respondent were given five questions
about the purchase preferences of household appliances. Ultimately, the question relates to
advertising attractiveness that encourages them to make a purchase decision as well as what
attributes are decisive. The findings are in line with a study conducted by Amandeep et al.
(2017). Using 100 customers who bought consumer products in Oman, it was found that
advertising attractiveness can influence customers in making decisions.
Based on these explanations, the hypothesis in this study can be proposed as follows:
H1. Advertising attractiveness has a positive effect on purchase decision.

2.2 Influencer marketing

Influencer marketing can be interpreted as a communication process that involves individuals
in the form of exploration, identification and support for products or services. An influencer will
develop and send an advertising message with the aim to influencing someone’s opinion so that
brand awareness will be formed and will ultimately drive purchase decision (Guptaa, 2021; Lou
& Yuan, 2019). To form customer opinions, an influencer can provide a strong, convincing and
real message (Tien, Amaya Rivas, & Liao, 2019). Technically, the formation of customer
opinions can be done using endorsements (Ahmadi & Ieamsom, 2022; Martensen,
Brockenhuus-schack, Zahid, Martensen, & Brockenhuus-schack, 2018) as well as
experiences from others (Chetioui, Benlafqih, & Lebdaoui, 2020; Sudha & Sheena, 2017).
~ez-S
anchez (2020) explained that there are two mainstreams in
Casal
o, Flavi
an, and Ib
an
the concept of influencers, namely, (1) identifying the characteristics and motivations of
influencers. For this category, it is more focused on the role of personal traits, and (2) parsing
the influence of influencers in several areas, such as decision making. Furthermore, it is
explained that the two main streams can drive the number of followers on the products or Customer buy
services offered. An influencer will reveal his personality through various daily activities, an online
skills he/she has and give recommendations for products that have been consumed based on
experience (Chetioui et al., 2020). However, a large number of followers do not guarantee a
product
purchase decision. Several studies have shown that the positive impact of influencers, both
those who use endorsements and experiences, on purchasing behavior will be determined by
knowledge and expertise (Tien et al., 2019), product engagement (Bakker, 2018; Zhu, Tan,
Zhu, & Tan, 2007), emotional power (Kowalczyk & Pounders, 2016; Ladhari, Massa, &
Skandrani, 2020) and credibility and trust (Chetioui et al., 2020; Lou & Yuan, 2019).
Empirically, preliminary studies have shown that there is a positive relationship between
influencer marketing and purchase decision (Guptaa, 2021; Kavaliauskien_e & Margis, 2017;
Lou & Yuan, 2019; Nagori, 2020). Using 330 respondents who made purchase decision on
Coca Cola products, Kavaliauskien_e and Margis (2017) found that the most influential social
media in driving the decision was Instagram, followed by Facebook and YouTube. The
study also explained that account ownership of some social media can have a significant
influence on purchase behavior. Fondevila-Gasc
on, Polo-L
opez, Rom-Rodr
ıguez and Mir-
Bernal (2020) reinforced the findings by explaining the factor of the account ownership on
social media. In his explanation, account ownership can be used to control the brand and
increase reputation by creating partnerships with several influencers. A follow-up study was
conducted by Lou and Yuan (2019) with its main focus on the informative value of
influencers, trust, attractiveness as well as similarity of influencers. The results show that
the overall focus of the study can increase the trustworthiness of followers toward the
product brand and that they will subsequently make a purchase decision. Logically, the
trustworthiness of followers will encourage emotional bonds with influencers (Nafees, Cook,
Nikolov, & Stoddard, 2021), and will further shape brand awareness (Guptaa, 2021; Lou &
Yuan, 2019). When followers realize the existence of the brand, they will make purchase
decision.
Based on this explanation, the hypothesis in this study can be proposed as follows:
H2. Influencer marketing has a positive effect on purchase decision.

2.3 Online customer reviews

Online customer review is part of the concept of electronic word of mouth (E-WOM) (Cheung
et al., 2008; Ho-dac et al., 2013; Meli
an-Gonz
alez, Bulchand-Gidumal, & Gonz
alez L
opez-
Valc
arcel, 2013). In the perspective of the literature on the impact of E-WOM, it is explained
that the higher the quality of reviews made by customers, the more interest in making
purchases (Lee & Shin, 2014). A purchase decision can be made if several review criteria can
be met. The study conducted by Cheung and Thadani (2012) explained that reviews are
considered quality if they meet several indicators, such as the content of the information,
accuracy format and timeliness. Some of the indicators above will lead customers to evaluate
by looking at the rating on the product or seller. When customers trust the results of the
rating review, then expectations will be exceeded (Chen & Law, 2016; Meijerink &
Schoenmakers, 2020; Meli
an-Gonz
alez et al., 2013), so the purchase decision will be made.
Empirically, some researchers have conducted investigations on the relationship between
online customer reviews on purchase decision. Using data by 110 participants studying at
Chinese universities, Guo, Wang, and Wu (2020) showed that a pleasant online customer
review would increase the likelihood of a high purchase. The argument is, when customers
think the results of the review are not pleasant, they have low motivation toward the product
or store. If that happens, then the assessment process carried out will be based on heuristic
information (p. 9), that is, an assessment based on the experience that the customer has with
the product or store.
LBSJMR Another study conducted by Thomas et al. (2019) yielded similar findings. Involving 282
users who had conducted an online review on the Yelp website, it was found that customers’
purchase decision were influenced by two factors, namely, the quality of arguments and
peripheral cues. In this study, both factors were used to measure online reviews. Included in
the measurement of the quality of arguments are accuracy, completeness and quality of
online reviews. The measurement of the quality of arguments is in line with the concept
described by Cheung et al. (2008), Senecal and Nantel (2004) that the quality of the argument
will be determined from two components, namely, personality and customer knowledge.
More specific, the measure of the quality of the argument also reinforces the explanation from
Cheung and Thadani (2012) that a review is considered quality if it meets several indicators,
such as the content of the information, accuracy, format and timeliness.
Moreover, peripheral cues are measured by the expertise of the reviewer, the quality of the
argument and the reputation of the website. The measurements on this variable are slightly
different from some other studies. For example, Teng and Khong (2015) used peripheral cues
indicators such as the attractiveness of sources, endorsements, sources of expertise,
reputation, sources of credibility, quantity of arguments, intention, price and so on. The
differences are considered as a development form of the online review concept.
Based on these explanations, the hypothesis in this study can be proposed as follows:
H3. Online customer reviews has a positive effect on purchase decision.

3. Research methodology
3.1 Overview of study
To test the relationship between advertising attractiveness, influencer marketing and online
customer reviews on purchase decision, we focus on business start-up in Indonesia.
Currently, the e-commerce business in Indonesia is dominated by five startups, namely
Tokopedia, Shopee, Bukalapak, Lazada and Blibli (Hartanto, Stephanie, & Alamsyah, 2021).
From the five business startups, Shopee has a higher popularity among Indonesian
consumers because of its attractive offers (Negara & Soesilowati, 2021). Therefore, this study
will investigate users of Shopee, an e-commerce platform in Indonesia.
However, with the number of Shopee users were 90.7 million (Ernestivita, 2020), which is
quite difficult to reach. The possibility of bias is very large, so the sample is not able to
represent the actual number of Shopee users. To anticipate this, we used the
recommendations of Thomas et al. (2019) by developing a survey that is in accordance
with the methodological approach and taking action on every existing condition. First, we
assumed that e-commerce users on one particular platform have the same characteristics.
Logically, individuals who use this platform will try to find personality compatibility with the
product brand (Ahmadi & Ieamsom, 2022). Second, we defined users of e-commerce platforms
based on individuals who like or follow Facebook and Instagram accounts. The consideration
was when the community does that, the process of interaction will occur. In addition, it can be
concluded that the interaction process will describe credibility and trust in the product
offered or store, and ultimately potentially in the making of purchase decision (Casal
o et al.,
2020; Martensen et al., 2018). Third, to minimize the occurrence of bias, we provided
questionnaires to users via the internet.

3.2 Sample and data collection procedure

Our data consisted of Shopee’s users. Data collection was carried out by convenience sampling
method. To support the generalization, we carry out data collection in the following stages.
First, we made observations on Shopee users in the time period of January 2022. Observations
were made on Shopee users who followed Facebook and Instagram accounts. We determined
Shopee users from individuals who are members of both applications as a sample because
they are actual fans and have experience in this area. As a result, in that period as many as Customer buy
34,158,348 individuals had liked or followed both Shopee accounts. Second, based on some of an online
the methodological considerations above, we sent messages to 300 Shopee users, each of
whom consisted of 150 men and women. Messaging was done through the features in the
product
application. From the total number of confirmed Shopee users, as many as 158 individuals
have responded and are willing to be involved in this study. At the next stage, we conducted a
preliminary confirmation of the respondent’s knowledge relating to the focus of the study.
For initial confirmation, we asked questions about “have you ever given an online review
of Shopee”, “do you have an account on the Shopee website”. In the end, respondents were
given a question about “have you ever made a purchase transaction on Shopee”. From 158
respondents who had been given the initial question, 120 respondents, consisting of 52 men
and 68 women, had confirmed. At the last stage, we sent questionnaires to the selected sample
by e-mail. An overview of respondents’ profiles is presented in Table 1.

3.3 Questionnaire
After the respondents are determined, a set of questionnaires was submitted for the data
collection process. The structure of the questionnaire consisted of two parts, namely, general
questions and questions related to the topic of study. For general questions, more emphasis is
placed on exploring respondents’ characteristics, including gender, age and employment status
(see, Table 1). For questions related to the topic of study, 18 questions have been asked. Each
question submitted was used to test the observed variables effect on purchase decision. The
advertising attractiveness variable consisted of six questions, influencer marketing consisted
of three questions and online customer reviews consisted of four questions. Furthermore, as
many as five questions were asked for the purchase decision variable. Each of the questions
asked were measured on a Likert scale, ranging from 1 indicating “agree” to 5 which means
“strongly disagree”. Every response given by the respondents were tested statistically.

3.4 Variable measurement

The main models of this study include advertising attractiveness, influencer marketing,
online customer reviews (independent variables) and purchase decision (dependent
variables). To determine the observed variables, we adopted previous studies with some
modifications. Modifications are needed to adapt to the characteristics of the object. In this
study, advertising attractiveness was explained as the ability of advertising to attract the
customer attention. To measure advertising attractiveness variables based on content
(Caballero et al., 1989; Soberman & Xiang, 2022), uniqueness, informative, accurate, product

Characteristics Percent (%)

Gender Men 43.3

Women 56.7
Age 17–25 77.5
26–35 17.5
36–45 3.3
More than 46 1.7
Employment status Student 15.8
Entrepreneur 8.4
Professional 69.1
Staff Officer 2.4 Table 1.
Housewife 3.4 An overview of
Unemployed 0.9 respondents
LBSJMR display (Amandeep et al., 2017; Phau & Lum, 2000) and interactivity (Cvirka et al., 2022).
Furthermore, influencer marketing is described as a communication process that involves
individuals in the form of exploration, identification and support for products or services.
Based on this explanation, influencer marketing variables are measured by trustworthiness,
reputation and credibility (Chetioui et al., 2020; Lou & Yuan, 2019; Nafees et al., 2021; Zak &
Hasprova, 2020).
Online customer review is described as a medium used by customer in providing an
assessment of purchase decision that has been made. Thomas et al. (2019) explained that
online customer review can be determined from peripherial cues. Several follow-up studies
revealed that peripheral cues include review expertise, product ranking, quality of arguments
and website reputation (Cheung, Sia, & Kuan, 2012; Luo, Luo, Xu, Warkentin, & Sia, 2015).
The ultimate goal of this study is to test the relationship between advertising
attractiveness, influencer marketing, online customer reviews and purchase decision.
Purchase decision is a process by which individual make transaction on all aspects of life by
integrating personalities. DeShields et al. (1996) explained that the inegration of an
individual’s personality in purchase decision will involve emotional, cognitive, behavioral,
competence and environmental factors.

3.5 Data analysis procedures

In data analysis processes, there were several stages that were carried out (see Table 2). First,
we tested the consistency of the questionnaire. For these purposes, validity and reliability
tests were carried out. The validity test relates to the ability of a construct to measure the
validity of an instrument (Malhotra, 1996). Pearson product moment correlation is used to
determine how valid the research instrument is. To test the validity, it will be compared
between the r value (correlated item total correlations) and the r table. If r counts > r table,
then it is declared valid. The results of the validity test are presented in Table 3.
Testing the consistency of the instrument was carried out by conducting reliability tests.
Referencing the opinion of Malhotra (1996), reliability used to find out whether a measurement
can be replicated. A measuring instrument is said to be reliable if the respondent’s answer to
the statement is consistent or stable over time. To test reliability, we used the recommendation
from Nunnally (1978) that the instrument is said to be reliable if the value of Cronbach’s
alpha coefficient >0.7. The results of reliability test are presented in Table 4.
In the second stage, we conducted tests of normality, multicollinearity and
heteroscedasticity (see Table 5). To check the extent to which the data is normally
distributed, it was determined from the value of Kolmogorov–Smirnov. Meanwhile, to find
out the extent of the correlation that occurs between free variables, a multicollinearity test
was carried out. To find out that the amount of VIF value will be determined. Based on the
recommendations of Hair et al. (2019), if the VIF value > 10 or if the tolerance value < 0.1 then

Variable Indicator Reference

Advertising Content, uniqueness, informative, Amandeep et al. (2017), Caballero et al. (1989),
attractiveness accurate, product display and Cvirka et al. (2022), Phau and Lum (2000),
interactivity Soberman and Xiang (2022)
Influencer Trustworthiness, reputation and Chetioui et al. (2020), Lou and Yuan (2019),
marketing credibility Nafees et al. (2021), Zak and Hasprova (2020)
Online customer Review expertise, product rating, Cheung et al. (2012), Luo et al. (2015), Thomas
reviews quality of arguments and website et al. (2019)
reputation
Table 2. Purchase decision Emotional, cognitive, behavioral, DeShields et al. (1996)
Variable measurement competence and environment
Construct/Items Pearson correlation Degree of freedom Results
Customer buy
an online
Advertising attractiveness (AA) product
AA 1 0.545 0.1779 Valid
AA 2 0.521 Valid
AA 3 0.562 Valid
AA 4 0.664 Valid
AA 5 0.589 Valid
AA 6 0.612 Valid
Influencer marketing (IM)
IM 1 0.821 0.1779 Valid
IM 2 0.773 Valid
IM 3 0.809 Valid
Online customer reviews (OCR)
OCR 1 0.781 0.1779 Valid
OCR 2 0.935 Valid
OCR 3 0.822 Valid
OCR 4 0.889 Valid
Purchase decision (PD)
PD 1 0.756 0.1779 Valid
PD 2 0.722 Valid
PD 3 0.748 Valid
PD 4 0.804 Valid Table 3.
Y1.5 0.649 Valid Validity test

Variable Cronbach’s alpha Reliability parameter Results

Advertising Attractiveness (X1) 0.729 >0.7 Reliable

Influencer Marketing (X2) 0.827 >0.7 Reliable
Online Customer Reviews (X3) 0.830 >0.7 Reliable Table 4.
Purchase Decision (Y) 0.788 >0.7 Reliable Scale reliability results

One-sample Kolmogorov–Smirnov test

AA IM OCR PD
Table 5.
Test Statistic 0.104 0.230 0.210 0.169 Result of normality test

multicollinearity occurs, and vice versa. At the last stage, when all the requirements for the
use of multiple linear regression analysis have been met, a test will be carried out against the
proposed hypothesis.

4. Result and finding

4.1 Validity and reliability of measures
The first step in analyzing the data was to test the instrument and its consistency. Validity
and reliability tests were used to check both items. A total of 120 respondents with a
significance level of 0.005 and the degree of freedom value wa known to be 0.1779. Based on
LBSJMR this parameter, each item of advertising attractiveness, influencer marketing, online
customer review and purchase decision is above the degree of freedom value (as presented in
Table 3). It indicated that the questionnaire instrument was declared valid.
Meanwhile, the reliability test used to measure the instrument’s consistency showed good
results. This can be known from the value of Cronbach’s alpha on each observed variable. As
presented in Table 4, the Cronbach’s alpha value is in the range of 0.729–0.830, with the lowest
value lying in the advertising attractiveness variable (0.729). Overall, the value is above 0.7 so it
is in accordance to the recommendations of Nunnally (1978). Thus, it can be concluded that the
measuring instruments used, have consistency and can be used for replication.

4.2 Normality, multicollinearity and heteroscedasticity

When the questionnaire instrument and the consistency of the measuring instrument have met
the requirements, the data analysis was continued in the second stage. At this stage, tests of
normality, multicollinearity and heteroscedasticity were carried out. Based on the results of the
Kolmogorov–Smirnov test, it was known that the significance value of each variable shows a
value greater than 0.05. For statistical tests, the advertising attractiveness variable had a value
of 0.104, the influencer marketing variable had a value of 0.230 and the online customer reviews
had a value of 0.210. Meanwhile, the purchase decision variable had a value of 0.169. Therefore,
it can be concluded that all variables studied have met the normal distribution of data.
To find out the extent of the correlation that occurs between free variables, we conducted a
multicollinearity test and determined the amount of VIF value. From the results of statistical
tests, it showed that the VIF value of each variable studied is still smaller than 10 and the
tolerance value is higher than 0.1. This indicated that there is no sufficiently strong
correlation between the fellow variables studied (Statistical testing results are presented in
Table 6). Thus it can be concluded that no multicollinearity occurs.
Finally, to test whether in the regression model there was an inequality of variants from
the residual of one observation to another, we conducted a heteroscedasticity test. This test
was done by looking at the scatterplot chart. From the graph presented in Figure 2, it can be
seen that the points spread randomly, without a clear pattern, and are spread above or below
the number 0 on the Y axis. This means that there is no heteroscedasticity problem in the
regression model, so the regression model is worth using.

4.3 Hypothesis test

From the test results of normality, multicollinearity and heteroscedasticity that have been
described earlier, it showed that there is no problem. Thus it can be concluded that the results
have been qualified for use in testing the proposed hypothesis. In this study, there were three
main hypotheses proposed and all tests were carried out with a significance level of 5%. To
test the hypothesis, we used multiple linear regression analysis. Table 7 shows the results of
multiple regression analysis.
To test the first hypothesis, “advertising attractiveness has a positive effect on purchase
decision”, the statistical t-value on the advertising attractiveness variable showed insignificant

Collinearity Statistics
Model Tolerance VIF

1 (Constant)
Table 6. AA 0.529 1.891
Result of IM 0.515 1.942
multicollinearity test OCR 0.615 1.625
 Customer buy
an online
product

Figure 2.
Result of
heteroscedasticity test

Unstandardized coefficients Standardized coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 0.483 1.018 0.474 0.636

AA 0.087 0.056 0.075 1.540 0.126 Table 7.
IM 1.139 0.083 0.680 13.725 0.000 Results of multiple
OCR 0.295 0.048 0.280 6.177 0.000 regression analysis

results (t 5 1.540, β 5 0.075, p > 0.05). This indicated that advertising attractiveness has no
effect on purchase decision. Thus, the first hypothesis on this study was rejected. While the
second hypothesis stated that “influencer marketing has a positive effect on purchase decision”,
based on Table 7, the statistical t-value in the influencer marketing variable indicates that there
is significance (t 5 13,725, β 5 0.680, p < 0.05). These results suggest that the hypothesis was
accepted. The implication is that the higher the use of influencers in marketing activities, the
more it will encourage customer to make purchase decision.
The third hypothesis states that “online customer reviews has a positive effect on purchase
decision”. With the statistical t-value in the influencer marketing variable as presented in the
table above (t 5 6.177, β 5 0.280, p < 0.05), it can be concluded that there is significance to the
study results. This suggests that the third hypothesis in this study is accepted. Furthermore,
this explains that the higher reviews given by customers who have consumed Shopee
products, the more purchase decisions made by other customers.

5. Discussions
The main purpose of this study is to test the relationship between advertising attractiveness,
influencer marketing and online customer reviews on purchase decision. To achieve that, we
conducted a search of previous studies. For example, several preliminary studies have shown
that there is a positive relationship between advertising attractiveness (Amandeep et al., 2017;
Furaji et al., 2013), influencer marketing (Kavaliauskien_e & Margis, 2017; Lou & Yuan, 2019)
LBSJMR and online customer review (Guo et al., 2020; Thomas et al., 2019) toward purchase decision.
Further tracing was carried out to substantiate the proposed hypotheses as well as determine
the measurements of variables. We also found that with the same terms, some researchers
have used different measurements. At this point, we conclude that the variable measurement
used not only differs from a large group, but also lies in the smallest unit. For example, studies
conducted by DeShields et al. (1996), Phau and Lum (2000) uses the ability to communicate to
measure advertising attractiveness. For the same variable, this measurement is different from
the study conducted by Bower (2001), where researchers used the body shape for
measurement. In groups, both measurements focus more on the use of endorsers. Based on
its characteristics, an endorser is required to have good communication skills and have a
suitable body shape with the advertised product. However, Caballero et al. (1989) argued that
advertising attractiveness is not only focused on endorsers. There are several other large
groups that can be used to measure the extent to which an ad’s attractiveness can influence
purchase decision. In this study, we took that portion by emphasizing the website quality. The
same position is used by influencer marketing and online customer reviews. The point is that
there are gaps that can be explored further and will develop the advertising theory.
Empirically, the study found that the three hypotheses proposed did not entirely support the
theory. From three hypotheses, the relationship between advertising attractiveness does not
show a significant influence on purchase decision. In this study, we used variable indicators
including content, uniqueness, informative, accuracy, product display and interactivity.
Soberman and Xiang (2022) argued that when the heterogeneity of competing products is very
strong, then advertising should be directed at symmetrical content. This means that there is a
balance between the content of the message and the needs of the customer. A balance approach
to ad content may have an impact on the lack of customer appeal. In addition, uninformative
advertising is also a problem. As a result, customers may not be interested in making a purchase
decision. Meanwhile, the ads content is supposed to show all the products information. The more
content, the more it can indicate that the ads are rich in information. Furthermore, as one of the
attraction resources, customers may respond to the products offered, but they never give an
evaluation of the website content (Teng & Khong, 2015). Psychological factors, such as
cognitive, attitude and affective (Munnukka et al., 2016) and the level of customer engagement
(Xin Teo et al., 2019) are determinants of customers’ content review.
Zhong (2019) explained that high interactivity should result in a major change in the way
customers make purchases. But at the same time, high interactivity will result in consequences
by leaving some privacy vulnerabilities for customers. In general, this issue is not only
catastrophic, it only occurs in individuals, but it also has affected the development of the
e-commerce industry as a whole. Factually, customer privacy protection on internet technology
is still not able to be done, so customer privacy leaks still often occur on e-commerce platforms
(Negara & Soesilowati, 2021). In addition, the interactivity that we describe as the ability of the
system to communicate with individuals is still not optimal. E-commerce platforms including
Shopee, use independent sites to communicate with customers. The web will advise customers
to visit some official sites affiliated with the business platform, such as Facebook, Instagram,
Twitter and so on. Communication using independent sites is considered to be less influential in
purchase decision making (Chen, Teng, Yu, & Yu, 2016).
The study also found that influencer marketing and online customer reviews influence
purchase decision. Empirically, these findings are in line with predictions as well as
consistent with previous studies. In his study, Chetioui et al. (2020), Nafees et al. (2021) pointed
out that the credibility of influencers is the factor that makes the strongest contribution to
purchase decision. In line with these findings, Martensen et al. (2018) argued that
trustworthiness is the dominant factor in influencing people’s perceptions and
subsequently they are interested in becoming followers. It can be said that a follower will
try to equate his characteristics with influencers, including behavior. The implication is that
they are willing to make sacrifices to gain economic and social rewards. This is done to Customer buy
provide an affirmation that there are differences in their characteristics with other groups of an online
people.
Meanwhile, several indicators of online customer reviews, including review expertise,
product
product rating, quality of argument and website reputation are able to influence customer
purchase decision. These findings reinforce the results of previous studies, such as
Constantinides and Holleschovsky (2016), Thomas et al. (2019) and Zhang et al. (2020) that
there is a positive relationship between online customer reviews and purchase decision. Overall,
all indicators used to conduct reviews will reduce the falsehoods of the products offered so as to
increase customer trust. However, purchase decision can occur when the review results are able
to show several things, such as the number of reviewers, the results of the review, the
characteristics of the review format and so on. When the number of reviewers is large, but the
results of the reviews show negative comments, then customers are not interested in making a
purchase and vice versa. However, at this time, it is still not being studied yet, about the number
of recommended reviewers so that the purchase decision can be made by the customer. In simple
terms, this will refer to the number of followers owned by the e-commerce business.

6. Conclusion
6.1 Theoretical and managerial implications
This study’s result has interesting implications for researchers and managers. Apart from
many previous studies that examine the relationship between advertising attractiveness
(Furaji et al., 2013; Khuong, 2015; Triyono et al., 2019), influencer marketing (Guptaa, 2021;
Kavaliauskien_e & Margis, 2017; Lou & Yuan, 2019; Nagori, 2020) and online customer
reviews (Constantinides & Holleschovsky, 2016; Thomas et al., 2019; Zhang et al., 2020) with
purchase decisions, the use of website quality can enrich the construct dimensions. Mostly,
previous studies have shown that the relationship focuses on physical attractiveness (Li,
2015; Sompel & Vermeir, 2016), and especially the uses of endorsers. The uses physical
attractiveness and website quality will be promote the development of firm credibility – and
at the end will be triggering a purchase decision. Therefore, we develop a hypothesis by
emphasizing website quality to assess the relationship between constructs.
From the statistical testing, it shows that the hypothesis stated “advertising attractiveness
has a positive effect on purchase decision”, does not show support for a theoretical perspective.
Meanwhile, the other two hypotheses, influencer marketing and online customer reviews,
show positive effects on purchase decision. These findings contributed to the literature
development on the use of social media as a way to increase purchase decision. The literature
development of the study lies in several sections. First, we tried to modify the variable
indicators and then empirically tested the conceptual model of the relationship between
advertising attractiveness, influencer marketing and online customer reviews with purchase
decision. Second, to validate the model, we used the website quality as source credibility.

6.2 Practical implication

In practical terms, these findings provide recommendations for practitioners who take on the
e-commerce business, especially for start-ups. First, the absence of a relationship between
advertising attractiveness and purchase decisions confirms that consumer perceptions in
purchase decision are influenced by other factors, especially physical attractiveness. Despite
the start-ups have modified the website by increasing the content to make it more
informative, it seems that customers are not interested in making a purchase. Therefore,
notwithstanding the role of website attractiveness, the use of physical attractiveness is still
considered an effective way to encourage customers to make purchasing decisions. In this
LBSJMR way, a firm needs to make adjustments between the customers’ personality, lifestyle and
attitudes and endorsers. Based on the recommendations (Friedman, Termini, & Washington,
1976), the effectiveness of endorsers will be achieved when they meet the following criteria:
are popular, have knowledge, are professional and have a leadership spirit.
Second, increased credibility and trustworthiness can be used as capital to change
people’s perceptions. With changing perceptions, people are willing to incur additional costs
to adapt influencers’ behavior. Third, the greater the number of positive reviews, the more it
will encourage customers to make a purchase. However, it is necessary to anticipate related to
the issue of fake online reviews or hoaxes. This issue is very vulnerable to occur in businesses
that use online media. Online review issues can be adding or subtracting information that is
not suitable with the specific purpose. This can have an impact on credibility and
trustworthiness, so it will reduce customer interest in making purchases.

6.3 Limitations and future research recommendation

In this study, there are several limitations that can be recommended for researchers to continue.
First, the study only involved dependent and independent variables. The issue of customer
involvement in accessing information that has an impact on purchasing decisions is complex
(Huang & Lin, 2022). Therefore, the use of one variable category in causality relationship causes
the findings to be too simplistic. Secondly, we were only focused on one e-commerce platform,
which is Shopee which is one of the start-ups in Indonesia. The uniqueness in innovation and use of
technology from each start-up to improve purchasing decisions may various (Potjanajaruwit &
Girdwichai, 2019). However, we anticipated by putting this study as a basic prototype through
indicators modification. Therefore, researchers can develop this prototype by expanding the scope,
either by adding mediation or moderation variables. The use of mediation or moderation variables
can serve to close the gap amid the complexity of the e-commerce business.
As a previous explained, the creation of credibility has become an important factor in
driving purchase decisions (Kim & Na, 2007; Munnukka et al., 2016). Therefore, future
researchers can use credibility as a mediator between this constructs. In the case of
moderating variables, future research can also use interaction effects (Amos, Holmes, &
Strutton, 2008), past experience (Singh & Banerjee, 2021) as well as cognitive (Kergoat et al.,
2017), which inherent in endorsers. Finally, the expansion of the object by adding other
e-commerce platforms is also recommended for subsequent studies.

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Corresponding author
Mohammad Arief can be contacted at: arief@trunojoyo.ac.id

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