PENGARUH INFLUENCER, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SKINCARE SKINTIFIC DI TIKTOK
Abstract
Skintific is very active in promoting its products through social media. The social media that is often used by Skintific to promote its products is through the TikTok application. The decline can describe consumer behavior towards Skintific's purchasing decisions on the TikTok application. From the data above, the decline in purchases is a fairly serious problem, this must be addressed immediately so that it does not impact the company. This study aims to empirically prove Influencers, and Online Customer Reviews on Purchasing Decisions on Skintific Skincare Products on TikTok. The method in this study uses a quantitative method which is used to analyze the relationship between models by looking at which factors or variables can significantly influence the dependent variable. The population in this study is an infinite population which refers to customers who use Skintific Skincare beauty products where the number of population growth is unlimited and cannot be known for certain. The selection of samples in this study used the purposive sampling method, so that by using the Lemshow formula the sample obtained was 96.04. Thus, 100 respondents were considered representative enough to be studied. The results of this study state that Influencers have a significant positive influence on Purchasing Decisions on Skintific Skincare beauty products on the Tiktok Shop Platform. Online Costumer Reviews also have a significant positive influence on Purchasing Decisions on Skintific Skincare beauty products on the Tiktok Shop Platform.
Downloads
References
[2] D. Rosma, “Peran Digital Marketing Bagi Perkembangan Usaha Mikro Kecil Dan Menengah (Umkm) Dalam Perspektif Bisnis Islam (Studi Pada UMKM Kecamatan Natar Kabupaten Lampung Selatan),” 2022, Skripsi, UIN Raden Intan Lampung, Bandar Lampung.
[3] A. R. P. Darmanto and D. Sari, “Pengaruh Digital Marketing Terhadap Minat Beli Konsumen Bradermaker Store The Influence of Digital Marketing On Buying Interest in Bradermaker Store Consumers,” e-Proceeding of Management, vol. 9, no. 2, p. 727, 2022.
[4] H. T. Saputra, F. M. Rif’ah, and B. A. Andrianto, “Penerapan Digital Marketing Sebagai Strategi Pemasaran Guna Meningkatkan Daya Saing UMKM,” Journal of Economics, Management, Business, and Entrepreneurship, vol. 1, no. 1, pp. 29–37, 2023.
[5] L. N. E. Wiyanti, “PENGARUH MARKETING VIRAL DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DALAM APLIKASI TIKTOK SHOP DI KABUPATEN KEDIRI,” Universitas Nusantara PGRI Kediri, Kediri, 2022.
[6] M. Cici Ijan and J. Ellyawati, “The Influence of Content Marketing and E-Wom on Purchase Decisions in TikTok Social Media,” 2023. [Online]. Available: www.researchinventy.com
[7] H. Harnelia, “ANALISIS SENTIMEN REVIEW SKINCARE SKINTIFIC DENGAN ALGORITMA SUPPORT VECTOR MACHINE (SVM),” Jurnal Informatika dan Teknik Elektro Terapan, vol. 12, no. 2, Apr. 2024, doi: 10.23960/jitet.v12i2.4095.
[8] X. J. Lim, A. R. bt Mohd Radzol, J.-H. (Jacky) Cheah, and M. W. Wong, “The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude,” Asian Journal of Business Research, vol. 7, no. 2, Dec. 2017, doi: 10.14707/ajbr.170035.
[9] D. N. Lestiyani and S. Purwanto, “Analisis Pengaruh Influencer Marketing dan Brand Love terhadap Keputusan Pembelian Produk Skincare Skintific,” El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, vol. 5, no. 2, pp. 886–898, Nov. 2023, doi: 10.47467/elmal.v5i2.5513.
[10] W. Erwin, Menyusun Penelitian Kuantitatif Skripsi Dan Tesis. Yogyakarta: Araska, 2019.
[11] I. S. Wekke, “Metode Penelitian Ekonomi Syariah,” 2019. [Online]. Available: https://www.researchgate.net/publication/344211215
[12] I. Ghozali, Aplikasi Analisis Multivariate Dengan Program IBM SPSS. 25. Semarang: Badan Penerbit Universitas Diponegoro, 2018.
[13] Safani, “Pengaruh Motivasi Kerja dan Kepuasan Kerja Terhadap Kinerja Dengan Disiplin Kerja Sebagai Variabel Intervening,” Prosiding Seminar Nasional Teknologi Edukasi Sosial dan Humaniora, vol. 1, no. 1, pp. 841–856, 2021.
[14] R.-A. Pop, Z. Săplăcan, D.-C. Dabija, and M.-A. Alt, “The impact of social media influencers on travel decisions: the role of trust in consumer decision journey,” Current Issues in Tourism, vol. 25, no. 5, pp. 823–843, Mar. 2022, doi: 10.1080/13683500.2021.1895729.
[15] A. S. Lengkawati and T. Q. Saputra, “PENGARUH INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA ELZATTA HIJAB GARUT),” Prismakom, vol. 18, no. 1, Jan. 2021.
[16] D. Dwidienawati, D. Tjahjana, S. B. Abdinagoro, D. Gandasari, and Munawaroh, “Customer review or influencer endorsement: which one influences purchase intention more?,” Heliyon, vol. 6, no. 11, p. e05543, Nov. 2020, doi: 10.1016/j.heliyon.2020.e05543.
[17] T. G. A. W. K. Suryawan, I. K. Sumerta, I. G. A. Vatara, and S. Abdullah, “The Impact of Online Reviews and Ratings toward Shopee’s Customer Purchase Intention in Gianyar Regency,” JBTI : Jurnal Bisnis : Teori dan Implementasi, vol. 13, no. 3, pp. 176–192, Dec. 2022, doi: 10.18196/jbti.v13i3.16655.
[18] L. Puspitasari and B. Nugroho, “The Influence of Shopee Digital Marketing, Influencer Marketing, Online Customer Reviews on Purchasing Decisions at Diva Solo Stores during the Pandemic,” PROBISNIS : Jurnal Manajemen, 2023.
[19] S. Nurhabibah, C. Savitri, S. Pramudita, F. Program Manajemen, U. Buana, and P. Karawang, “The Effect Of Online Customer Review And Online Customer Rating On Purchase Decisions At Copyright Grafika Store-Siti Nurhabibah,Citra Savitri, Syifa Pramudita Faddila THE EFFECT OF ONLINE CUSTOMER REVIEW AND ONLINE CUSTOMER RATING ON PURCHASE DECISIONS AT COPYRIGHT GRAFIKA STORE under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0),” Jurnal Ekonomi, vol. 11, no. 01, 2022, [Online]. Available: http://ejournal.seaninstitute.or.id/index.php/Ekonomi
[20] T. Chen, P. Samaranayake, X. Cen, M. Qi, and Y.-C. Lan, “The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study,” Front Psychol, vol. 13, Jun. 2022, doi: 10.3389/fpsyg.2022.865702.
[21] A. T. Wahyudi and A. Mulyati, “Pengaruh Influencer Marketing dan Online Customer Review terhadap Keputusan Pembelian produk Fashion melalui Marketplace Shopee,” Sosialita, vol. 2, no. 2, pp. 311–4, Jul. 2023, Accessed: Sep. 17, 2024. [Online]. Available: https://jurnal.untag-sby.ac.id/index.php/sosialita/article/view/9096
[22] A. Waluyo, “PENGARUH CUSTOMER REVIEW DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN DI ONLINE SHOP SHOPEE DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING,” Srikandi: Journal of Islamic Economics and Banking, vol. 1, no. 2, pp. 103–112, Jul. 2022, doi: 10.25217/srikandi.v1i2.2027.
This work is licensed under a Creative Commons Attribution 4.0 International License.