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The Influence of Influencer Marketing, Online Customer Reviews and Product Quality on Purchasing Decisions for Skintific Products on the Tiktok Platform

Pengaruh Influencer Marketing, Online Customer Review dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skintific di Platform Tiktok

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DOI:

https://doi.org/10.21070/ups.10064

Keywords:

Influencer Marketing, Online Customer Review, Product Quality, Purchase Decision

Abstract

This study aims to determine the influence of Influencer Marketing, Online Customer Reviews, and Product Quality on the Purchase Decision of Skintific products on the TikTok platform. This study uses a quantitative approach and descriptive methodology. The population involved in this study consists of TikTok users who have purchased Skintific products through the platform at least once. The sample used in this study consisted of 140 people selected using purposive sampling techniques. The data analysis technique employed Partial Least Square (PLS) to examine the relationships between variables. The results of this study indicate that influencer marketing, online customer reviews, and product quality have a positive and significant effect on purchase decisions. The findings of this study have several important implications; it is expected that marketing strategies through influencers and management of customer reviews can increase consumer trust and buying interest in Skintific.

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