The model of influencer and customer reviews impact on customer’s purchase intention in the context of sustainable development

Economic Annals-XXI: Volume 200, Issue (11-12), Pages: 21-26

Citation information:
Puspita, I., Komara, E., Kusniawati, A., Tabrani, & Surjaatmadja, S. (2022). The model of influencer and customer reviews impact on customer’s purchase intention in the context of sustainable development. Economic Annals-XXI, 200(11-12), 21-26. doi:

Ivana Puspita
MA (Marketing),
Department of Management,
Faculty of Economics,
STIE Indonesia Banking School
35 RT.6/RW.1, Bangka, Jakarta, 12730, Indonesia

Edi Komara
MA (Management),
Department of Management,
STIE Indonesia Banking School
35 RT.6/RW.1, Bangka, Jakarta, 12730, Indonesia;

Aini Kusniawati
PhD (Economics),
Lecturer, Department of Management,
Faculty of Economics,
Galuh University
150 Mekarjaya, Kec. Ciamis, Kabupaten Ciamis, Jawa Barat, 46274, Indonesia

PhD (Economics),
Department of Management,
Faculty of Economics,
Pancasakti University (Universitas Pancasakti Tegal)
Jl. Halmahera KM. 01, Mintaragen, Jawa Tengah, 52121, Indonesia

Surachman Surjaatmadja
PhD (Economics),
Department of Defence Management,
Indonesia Defence University (Universitas Pertahanan Republik Indonesia)
FVFJ+72Q, Jl. Sentul Raya, Kabupaten Bogor, Jawa Barat, 16810, Indonesia

The model of influencer and customer reviews impact on customer’s purchase intention in the context of sustainable development

Abstract. In this research, we seeks to replicate and build upon prior study models. Influencer reviews carry more weight than customer reviews when it comes to purchase intention due to trust, statistics, and perceived value, as suggested by a recent study. However, statistics on customer reviews do not appear to make much of an impact. Generally, before making a purchase, prospective buyers shop around and gather information to make informed decisions. eWOM (electronic word-of-mouth) is a go-to source of trustworthy information. Both influencer reviews and customer reviews are categorized as eWOM. Our study is conducted to determine more influential reviews, examining the opinions of 100 respondents. Split into two groups of fifty (50), the participants are either influencer or customer reviewers. All aged between 17-40 and students by occupation. Data analysis has been performed using SEM-SmartPLS 3.0. Sample selection was based on purposive random sampling.

In analyzing variables such as eWOM, trust, statistics, perceived value and purchase intentions for sustainable development, this research aimed to identify the more impactful reviews – those from customers or influencers.

Ultimately, the data value from influencer reviews proved higher than customer reviews, indicating their dominance in this area.

Keywords: Influencer Review; Customer Review; Perceived Value; Purchase Intention; Sustainable Development; Word-of-Mouth; eWOM

JEL Classifications: Е24; Е41; Е64; I18; J28; J31

Acknowledgements and Funding: The authors received no direct funding for this research.

Contribution: The authors contributed equally to this work.

Data Availability Statement: All data will be provided on request.



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Received 20.07.2022
Received in revised form 22.09.2022
Accepted 26.09.2022
Available online 28.12.2022