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The INFLUENCE OF INFLUENCER MARKETING AND ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS FOR SKINTIFIC PRODUCTS IN THE E-COMMERCE TIKTOK SHOP

Journal of Business Studies and Management Review · Vol. 9 No. 1 (2025) · hlm. 46–51

DOI
10.22437/jbsmr.v9i1.48179
ISSN
2597-6265, 2597-369X
Terbit
2025-12-31
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study aims to determine the influence of influencer marketing and online customer reviews on purchasing decisions for Skintific products on the TikTok Shop e-commerce platform. The background of this study is based on the increasing use of TikTok as a marketing platform and the large number of Generation Z consumers who purchase skincare products after seeing promotions from influencers and reviews from other users. The research method used is associative quantitative research with data collection techniques through distributing questionnaires to 200 respondents who are TikTok Shop users and have purchased Skintific products via WhatsApp. Data analysis was carried out using multiple linear regression with the help of SPSS software. The results show that both influencer marketing and online customer reviews have a positive and significant effect, both partially and simultaneously, on purchasing decisions. The conclusion of this study is that marketing strategies involving influencers and online reviews can influence consumer behavior, especially in purchasing decisions on digital platforms. This research is expected to provide practical contributions for business actors and academics in the development of digital marketing studies.

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26 penulis · 60 tautan kepenulisan bersama · 1 lintas organisasi

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  • Universitas Jambi
  • Hasanuddin University
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Ade OctaviaUniversitas Jambi3
Yayuk SriayudhaUniversitas Jambi3
Garry Yuesa RosyidUniversitas Jambi2
Ade Titi NifitaUniversitas Jambi2
Wahyu Juari SetiawanUniversitas Jambi2
Syakira MentariUniversitas Jambi2
Fitri WidiasturiUniversitas Jambi1
Zulfanetti ZulfanettiUniversitas Jambi1
Muhammad Faqih IhsanHasanuddin University1
Novita EkasariUniversitas Jambi1
M. Yofi febriantoUniversitas Jambi1
Syahmardi YacobUniversitas Jambi1
Futri Rezki IndahUniversitas Jambi1
Raja Sharah FatriciaUniversitas Jambi1
Meirinda SiregarUniversitas Jambi1
Besse WediawatiUniversitas Jambi1
Duadja Given Jay Dev SimatupangUniversitas Jambi1
Ridhwan RidhwanUniversitas Jambi1
Lucky Enggrani FitriUniversitas Jambi1
Muspawi MuspawiUniversitas Jambi1
Yenny YuniartiUniversitas Jambi1
Maulidia Imastary TanUniversitas Jambi1
Adi Ihsan Syukri AmriUniversitas Jambi1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">The INFLUENCE OF INFLUENCER MARKETING AND ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS FOR SKINTIFIC PRODUCTS IN THE E-COMMERCE TIKTOK SHOP</dc:title>
	<dc:creator xml:lang="en">Ar Kacio Maharani</dc:creator>
	<dc:creator xml:lang="en">Musnaini</dc:creator>
	<dc:creator xml:lang="en">Ade Perdana Siregar</dc:creator>
	<dc:subject xml:lang="en">Influencer Marketing</dc:subject>
	<dc:subject xml:lang="en">Online Customer Review</dc:subject>
	<dc:subject xml:lang="en">Purchasing Decision</dc:subject>
	<dc:subject xml:lang="en">Tiktok Shop</dc:subject>
	<dc:description xml:lang="en">This study aims to determine the influence of influencer marketing and online customer reviews on purchasing decisions for Skintific products on the TikTok Shop e-commerce platform. The background of this study is based on the increasing use of TikTok as a marketing platform and the large number of Generation Z consumers who purchase skincare products after seeing promotions from influencers and reviews from other users. The research method used is associative quantitative research with data collection techniques through distributing questionnaires to 200 respondents who are TikTok Shop users and have purchased Skintific products via WhatsApp. Data analysis was carried out using multiple linear regression with the help of SPSS software. The results show that both influencer marketing and online customer reviews have a positive and significant effect, both partially and simultaneously, on purchasing decisions. The conclusion of this study is that marketing strategies involving influencers and online reviews can influence consumer behavior, especially in purchasing decisions on digital platforms. This research is expected to provide practical contributions for business actors and academics in the development of digital marketing studies.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-12-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/48179</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v9i1.48179</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025; 46-51</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/48179/23194</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Ar Kacio Maharani, Musnaini, Ade Perdana Siregar</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>