Peran E-Review dalam Memediasi Influencer Marketing dan Price Diversity terhadap Purchase Decision Produk Fashion di Marketplace (Studi Kasus pada Remaja Putri di Kota Pontianak)

This study aims to investigate the influence of e-reviews as a mediating variable between influencer marketing and price diversity on fashion product purchase decisions among young women in Pontianak City on marketplace platforms This study employs a quantitative method with an explanatory research approach. The sampling technique uses purposive sampling, with a sample size of 125 respondents. Data collection was conducted via a questionnaire and analyzed using SmartPLS 4. The results indicate that both influencer marketing and price diversity have a significant positive influence on e-reviews and purchasing decisions. In addition, e-reviews also have a significant positive effect on purchasing decisions. Furthermore, e-reviews were found to act as a partial mediator linking influencer marketing and price diversity to purchasing decisions. This study highlights the important role of integrated collaboration between influencer marketing, price diversity, and e-reviews in shaping purchasing decisions for fashion products on marketplaces