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

Ar Kacio Maharani; Musnaini; Ade Perdana Siregar

doi:10.22437/jbsmr.v9i1.48179

Open access Journal

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) · pp. 46–51

DOI: 10.22437/jbsmr.v9i1.48179
ISSN: 2597-6265, 2597-369X
Published: 2025-12-31
Publisher: Management Department, Faculty of Economics and Business, Universitas Jambi
Language: en
License: creativecommons.org/licenses/by/4.0

Abstract

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.

Keywords

Collaboration network of the authors

25 authors · 55 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

Institut Agama Islam Negeri Kendari
Affiliation unknown

Different organisations
Same organisation
Affiliation unknown
Thicker line = more joint articles · bigger circle = more articles

Show as table

Co-author	Organisation	Joint articles
Ade Octavia	Affiliation unknown	3
Yayuk Sriayudha	Affiliation unknown	3
Ade Titi Nifita	Affiliation unknown	3
Garry Yuesa Rosyid	Affiliation unknown	2
Wahyu Juari Setiawan	Affiliation unknown	2
Syakira Mentari	Affiliation unknown	2
Fitri Widiasturi	Affiliation unknown	1
Muhammad Ihsan	Institut Agama Islam Negeri Kendari	1
Novita Ekasari	Affiliation unknown	1
M. Yofi febrianto	Affiliation unknown	1
Syahmardi Yacob	Affiliation unknown	1
Futri Rezki Indah	Affiliation unknown	1
Raja Sharah Fatricia	Affiliation unknown	1
Meirinda Siregar	Affiliation unknown	1
Besse Wediawati	Affiliation unknown	1
Duadja Given Jay Dev Simatupang	Affiliation unknown	1
Ridhwan Ridhwan	Affiliation unknown	1
Lucky Enggrani Fitri	Affiliation unknown	1
Muspawi Muspawi	Affiliation unknown	1
Yenny Yuniarti	Affiliation unknown	1
Maulidia Imastary Tan	Affiliation unknown	1
Adi Ikhsan Syukri Amri	Affiliation unknown	1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.

Original metadata (oai_dc)

<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<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>