Enhancing Marketing Performance through Social Media Marketing, and Affiliate Marketing: The Mediating Role of Online Reviews in Shopee's Skincare Industry
Meningkatkan Kinerja Pemasaran Melalui Pemasaran Media Sosial dan Pemasaran Afiliasi: Peran Mediasi Ulasan Online dalam Industri Perawatan Kulit di Shopee
DOI:
https://doi.org/10.21070/jbmp.v12i2.2418Keywords:
sosial media marketing, affiliate marketing, online riview, marketing perfomance, Stimulus-Organism-ResponseAbstract
To address the intense competition within the Shopee Indonesia skincare market, this study aims to apply the Stimulus-Organism-Response (S-O-R) theory to examine how social media marketing, affiliate marketing, and online reviews collectively affect overall marketing performance. Utilizing a quantitative approach, data were gathered through an online survey of 127 purposively sampled Shopee skincare consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that while affiliate marketing directly and positively enhances both online reviews and marketing performance, social media marketing significantly influences only online reviews. Furthermore, online reviews significantly drive overall marketing performance and act as a crucial partial mediator between social media marketing and marketing outcomes, though they do not significantly mediate the impact of affiliate marketing. Theoretically, this research validates the applicability of the S-O-R framework within digital skincare marketing. Practically, the findings imply that to translate digital engagement into tangible marketing success, businesses must strategically deploy affiliate partnerships while actively managing and optimizing customer online reviews as a vital bridge between social media efforts and final performance.
References
Adriana, Y., & Syaefulloh, S. (2023). Pengaruh Influencer Marketing dan Affiliate Marketing terhadap Purchase Decision melalui Online Customer Review Tas Perempuan di Shopee Affiliate (Studi Kasus pada Gen Z di Kota Pekanbaru). Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 17(6), 3993. https://doi.org/10.35931/aq.v17i6.2823
Ash Shiddiqy, I., & Arifiona Faradila, F. (2024). Pengaruh Affiliate Marketing Terhadap Purchase Decision Melalui Buying Interest (Studi pada Konsumen Produk Skintific). Jurnal Rimba : Riset Ilmu Manajemen Bisnis Dan Akuntansi, 2(1), 159–169. https://doi.org/.61132/rimba.v2i1.552
Cao, G., & Weerawardena, J. (2023). Strategic use of social media in marketing and financial performance: The B2B SME context. Industrial Marketing Management, 111(May 2022), 41–54. https://doi.org/10.1016/j.indmarman.2023.03.007
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/https://doi.org/10.1016/j.dss.2012.06.008
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(July 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
ElSayad, G., & Md Saad, N. H. (2024). Unmasking the power of social media marketing activities in cultivating customer equity, loyalty, and repurchase intention. Journal of Marketing Communications, 1–21. https://doi.org/10.1080/13527266.2024.2432029
Fahmi, M., Prayogi, M. A., Lesmana, M. T., Kencana, M. C., & Syahnitar, S. (2024). Marketing Performance: Unpacking Market Orientation Mediated Innovation Capability and Sustainable Competitive Advantage of Small and Medium Enterprises Food. Indonesian Journal of Sustainability Accounting and Management, 8(2). https://doi.org/10.28992/ijsam.v8i2.960
Feng, M., Feng, Y., & Li, Y. (2023). Online reviews, customer Q&As, and product sales: A PVAR approach. PLoS ONE, 18(11 November), 1–17. https://doi.org/10.1371/journal.pone.0290674
Frost, R., & Strauss, J. (2016). E-Marketing. Pearson Education. https://books.google.co.id/books?id=RfAvAAAAQBAJ
Gunawan, A., SM, A. I., Matondang, R. Y., Barleany, D. R., Ummi, N., Khatili, P. B., & Hardi, I. (2024). Analisis Tingkat Kepuasan Konsumen Terhadap Kualitas Pelayanan Menggunakan Metode Importance Performance Analysis Dan Customer Satisfaction Index. Journal of Systems Engineering and Management, 3(1), 21. https://doi.org/10.62870/joseam.v3i1.24765
Hair, F, J., William, Rolph, J., B. B., & Babin. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). In Sage.
Kaur, G. (2025). Understanding the Influence of Online Reviews on Consumer Decision-Making Process. International Journal of Scientific Research in Engineering and Management, 09(12), 1–9. https://doi.org/10.55041/ijsrem55266
Liadeli, G., Sotgiu, F., & Verlegh, P. (2022). EXPRESS: A Meta-Analysis of the Effects of Brand Owned Social Media on Social Media Engagement and Sales. Journal of Marketing, 87, 002224292211232. https://doi.org/10.1177/00222429221123250
Liadeli, G., Sotgiu, F., & Verlegh, P. W. J. (2023). A Meta-Analysis of the Effects of Brands’ Owned Social Media on Social Media Engagement and Sales. Journal of Marketing, 87(3), 406–427. https://doi.org/10.1177/00222429221123250
Liu, G., Fei, S., Yan, Z., Wu, C. H., & Tsai, S. B. (2020). An Empirical Study on Response to Online Customer Reviews and E-Commerce Sales: From the Mobile Information System Perspective. Mobile Information Systems, 2020. https://doi.org/10.1155/2020/8864764
Magpie, I. (2024). E-commerce market intelligence. Magpie Intelligence.
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. M.I.T. Press. https://books.google.co.id/books?id=upV9AAAAMAAJ
Meiyume. (2024). Beauty trends 2024: Navigating the future of beauty. Meiyume.
Morgan, N. A., Clark, B. H., & Gooner, R. (2002). Marketing productivity, marketing audits, and systems for marketing performance assessment: integrating multiple perspectives. Journal of Business Research, 55(5), 363–375. https://doi.org/https://doi.org/10.1016/S0148-2963(00)00162-4
Nursal, M. F., Hadita, H., Marundha, A., & Komariah, N. S. (2022). Determination of Marketing Performance: Display Media, Affiliate Marketing and Social Media (Literature Review). International Journal of Advanced Multidisciplinary, 1(2), 83–93. https://doi.org/10.38035/ijam.v1i2.41
Rachmiani, R., Kintan Oktadinna, N., & Rachmat Fauzan, T. (2024). The Impact of Online Reviews and Ratings on Consumer Purchasing Decisions on E-commerce Platforms. International Journal of Management Science and Information Technology, 4(2), 504–515. https://doi.org/10.35870/ijmsit.v4i2.3373
Rahmadini Yolanda, D. D. M. (2024). Consumer Response to Live Streaming Shopping using the Stimulus, Organism and Response (SOR) Method Approach. Jurnal Ilmiah Manajemen Kesatuan, (Vol. 12 No. 3 (2024): JIMKES Edisi Mei 2024), 691–700. https://jurnal.ibik.ac.id/index.php/jimkes/article/view/2570/1825
Ranjith, P., Nisansala, S., Jayasingha, N., Weerasekara, K., Wisenthige, K., & Dayapathirana, N. (2025). Does social media information credibility influence social commerce purchase intention of skincare products? Evidence from Facebook. Plos One, 20(10 October), 1–29. https://doi.org/10.1371/journal.pone.0334126
Sohaib, M., Safeer, A. A., & Majeed, A. (2022). Role of social media marketing activities in China’s e-commerce industry: A stimulus organism response theory context. Frontiers in Psychology, 13(August), 1–16. https://doi.org/10.3389/fpsyg.2022.941058
Tan, D. M., Alexia, K. R., & Bunda, U. (2025). the Influence of Tiktok Affiliate Content Quality and Credibility on Purchase Decisions Via the Yellow Basket Feature. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(2), 58–79.
Tatik, T., & Setiawan, D. (2024). Does social media marketing important for MSMEs performance in Indonesia? Asia Pacific Journal of Marketing and Logistics, 37. https://doi.org/10.1108/APJML-01-2024-0090
Tuten, T. L., & Solomon, M. R. (2018). Social Media Marketing. SAGE Publications. https://books.google.co.id/books?id=euPEtwEACAAJ
Yuniarti, Y., Johannes, Junaidi, & Octavia, A. (2025). Advancing the understanding of consumer behavior in social media marketing: An extended S-O-R perspective. Multidisciplinary Science Journal, 8(6), 1–14. https://doi.org/10.31893/multiscience.2026247
Downloads
Published
License
Copyright (c) 2026 Neira Arindha, Firdaus, Nurhayati
This work is licensed under a Creative Commons Attribution 4.0 International License.
