The Influence of Content Marketing, Celebrity Endorser and Product Price on the Decision to Purchase Hanasui Serum Products on the TikTok Application
Pengaruh Content Marketing, Celebrity Endorser dan Harga Produk terhadap Keputusan Pembelian Produk Serum Hanasui pada Aplikasi TikTok
DOI:
https://doi.org/10.21070/ups.9677Keywords:
content marketing, Celebrity Endorser, PriceAbstract
This study aims to analyze the influence of content marketing, celebrity endorsers, and product price on
consumers’ purchasing decisions of Hanasui serum through the TikTok application. The research problem focuses on
the extent to which these three variables affect consumer decisions. The study applied a quantitative approach with
purposive sampling of 100 respondents who had purchased Hanasui serum, and data were analyzed using Partial
Least Square-Structural Equation Modeling (PLS-SEM). The results reveal that content marketing, celebrity
endorsers, and price have a positive and significant impact on purchasing decisions. These findings highlight that
creative content, the involvement of public figures, and competitive pricing are the main drivers of consumer buying
interest. The study concludes that the combination of effective digital marketing strategies strengthens brand image,
builds consumer trust, and encourages loyalty in the highly competitive beauty industry.
Downloads
References
I. Nurfatiha, Z. Nurafalakh, A. Khairunnisa, M. Rabbani, and R. Arrafi, “Dampak Ekspor Impor Produk Skincare Terhadap Keberlanjutan Produk Lokal: Studi Kasus Skintific dan Implikasinya Terhadap Kebijakan Pemerintah,” J. Ekon. Manajemen, Akunt. dan Keuang., vol. 6, no. 2, p. 15, 2025, doi: 10.53697/emak.v6i2.2391.
H. Antara, S. Siswanto, and E. P. M. Damarsiwi, “the Effect of Customer Experience and Brand Trust on Customer Loyalty on Allbaik Chicken,” BIMA J. (Business, Manag. Account. Journal), vol. 1, no. 2, pp. 115–125, 2020, doi: 10.37638/bima.1.2.115-125.
S. Windasari, D. T. Untari, and N. S. Komariah, “Analisis Media Sosial Dalam Menentukan Posisi Produk Skin Care Menggunakan Model Online Share of Voice (Osov),” J. Econ., vol. 2, no. 9, pp. 2502–2517, 2023, doi: 10.55681/economina.v2i9.829.
L. A. Pransiska, S. Sumartik, and H. M. K. Sari, “Peran Kualitas Produk, Online Customer Review, Dan Customer Rating Terhadap Keputusan Pembelian Produk Kecantikan Pada Tiktokshop,” J. Econ. Bussines Account., vol. 7, no. 2, pp. 3619–3627, 2024, doi: 10.31539/costing.v7i2.9055.
A. Valentina, M. Rizal, and R. T. Hardiningtyas, “Pengaruh Content Marketing, Influencer dan Online Customer Review Terhadap Keputusan Pembelian pada Pengguna Media Sosial Tiktok,” e-Journal Ris. Manaj., vol. 12, no. 2, pp. 590–601, 2023.
P. Hanasui, “Pengaruh e-wom dan harga terhadap keputusan pembelian produk hanasui 1,” vol. 16, no. 2, pp. 28–37, 2024.
M. Sabar and S. Moniharapon, “Pengaruh Media Sosial, Celebrity Endorser, Dan Kualitas Produk Terhadap Minat Beli Konsumen Produk Ms Glow Di Kota Manado the Influence of Social Media, Celebrity Endorser, and Product Quality on Consumer Purchase Interest of Ms Glow Products in Manado Ci,” Poluan 422 J. EMBA, vol. 10, no. 4, pp. 422–433, 2022.
N. Nikmah and N. Zaidah, “Pentingnya Social Proof Dalam Digital Marketing,” J. Dialogika Manaj. dan Adm., vol. 4, no. 1, pp. 26–32, 2022, doi: 10.31949/dialogika.v4i1.7823.
P. Budaya, K. Produk Terhadap Minat Beli Hanasui Di Toko Evi Kosmetik Marbau Larassati, B. Eko Broto, F. Hanum, and U. Labuhanbatu, “The Influence Of Culture, Price, Product Quality On Interest To Buy Hanasui At Evi Cosmetic Shop Marbau,” Manag. Stud. Entrep. J., vol. 4, no. 4, pp. 4257–4265, 2023, [Online]. Available: http://journal.yrpipku.com/index.php/msej
D. Yunita, A. Widad, Y. M. Diah, and W. Farla, “Pembuatan Content Marketing sebagai Strategi Menumbuhkan Brand Awareness bagi Pelaku Usaha di Era Pandemi Covid-19,” Sricommerce J. Sriwij. Community Serv., vol. 2, no. 2, pp. 89–96, 2021, doi: 10.29259/jscs.v2i2.38.
F. A. Romadhon and Z. M. Nawawi, “Economic Reviews Journal,” Econ. Rev. J., vol. 3, no. 1, pp. 96–108, 2024, doi: 10.56709/mrj.v3i4.553.
F. Ekonomi, U. Semarang, and M. N. Ulfah, “Pengaruh Content Marketing Dan Event Marketing Terhadap Customer Engagement Di Sentra Land Mall Dengan Social Media Sebagai,” ISSN [insert ISSN, vol. 5, no. 1, 2023.
A. Majid and E. Nur Faizah, “Pengaruh Influencer Marketing Dan Content Marketing Terhadap Keputusan Pembelian Sarung Bhs Melalui Aplikasi Tiktok,” Media Komun. Ilmu Ekon., vol. 40, no. 2, pp. 105–116, 2024, doi: 10.58906/melati.v40i2.131.
N. Khoirotunnisaa and A. Vania, “Pengaruh Content Marketing dan Online Customer Review terhadap Purchase Decisions" (Studi Pada Konsumen Cushion Instaperfect Pada Aplikasi Shopee di Kota Malang),” Neraca Manaj. Ekon., vol. 10, no. 2, 2024.
P. Utami, I. Diah Delima, E. Irianti, P. Studi, and I. Komunikasi, “Pengaruh Brand Ambassador Terhadap Peningkatan Brand Awareness Pada Produk Hanasui,” J. Ilm. Wahana Pendidik., vol. 10, no. 7, pp. 883–892, 2024, [Online]. Available: https://doi.org/10.5281/zenodo.11195961
Darmansyah, M. Salim, and S. Bachri, “Pengaruh Celebrity Endorser terhadap KeputusanPembelian Produk di Indonesia (Penelitian Online),” J. Apl. Manaj., vol. 12, no. 2, pp. 230–238, 2014.
I. Sadli and S. Sumiati, “Pengaruh Kelompok Referensi, Brand Image, dan Celebrity Endorser terhadap Keputusan Pembelian,” J. Manaj. Pemasar. dan Perilaku Konsum., vol. 2, no. 3, pp. 599–611, 2023, doi: 10.21776/jmppk.2022.02.3.04.
D. Marlius and N. Jovanka, “Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Konsumen Y.O.U Pada Hasanah Mart Air Haji,” J. Econ., vol. 2, no. 2, pp. 476–490, 2023, doi: 10.55681/economina.v2i2.326.
Y. Dwi Firmansyah, F. Dwikotjo Sri Sumantyo, and H. Ali, “Pengaruh Harga, Promosi dan Tempat terhadap Keputusan Pembelian pada Toko Tekno Sport di Bumi Sani Kabupaten Bekasi,” J. Pengabdi. Masy. dan Penelit. Terap., vol. 1, no. 1, pp. 16–30, 2023, doi: 10.38035/jpmpt.v1i1.80.
R. N. Fachmy and M. Rasmini, “Pengaruh Content Marketing Pada Instagram Pegipegi Terhadap Keputusan Pembelian,” Manag. Stud. Entrep. J., vol. 4, no. 5, pp. 7552–7560, 2023, [Online]. Available: http://journal.yrpipku.com/index.php/msej
I. Ramadhani and P. S. Nadya, “Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Fesyen Muslim Hijup,” vol. 1177.
D. Alifia Wulandhari, L. Indayani, K. Adji Kusuma, and U. Muhammadiyah Sidoarjo, “The Role Of Celebrity Endorsers, Online Customer Review, And Price Towards Purchasing Decisions On Marketplace Shopee Peran Celebrity Endorser, Online Customer Review, Dan Harga Terhadap Keputusan Pembelian Pada Marketplace Shopee,” Manag. Stud. Entrep. J., vol. 5, no. 1, pp. 1326–1337, 2024, [Online]. Available: http://journal.yrpipku.com/index.php/msej
S. M. Inggasari and R. Hartati, “Pengaruh Celebrity Endorser, Brand Image, Dan Brand Trust Terhadap Keputusan Pembelian Produk Scarlett Whitening,” Cakrawangsa Bisnis, vol. 3, no. 1, pp. 1–22, 2022.
T. Gulo, L. Suryati, and R. S. I. Ginting, “Analisis Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Pada Fa. Banang Jaya,” J. Ilm. Manaj. Kesatuan, vol. 10, no. 3, pp. 545–558, 2022, doi: 10.37641/jimkes.v10i3.1508.
S. Mulyana, “Pengaruh Harga Dan Ulasan Produk Terhadap Keputusan Pembelian Produk Fashion Secara Online Pada Shopee Di Pekanbaru,” J. Daya Saing, vol. 7, no. 2, pp. 185–195, 2021, doi: 10.35446/dayasaing.v7i2.665.
A. H. Afifah and S. Sumartik, “… at Atika MUA Beauty Studio: Pengaruh Electronic Word of Mouth, Potongan Harga dan Paket Bundling terhadap Keputusan Pembelian Konsumen Atika MUA Beauty …,” Archive.Umsida.Ac.Id, pp. 1–16, [Online]. Available: https://archive.umsida.ac.id/index.php/archive/preprint/view/3257
I. Nabilah, M. F. Nursal, and D. S. Wulandari, “Peran Influencer Dalam Konten Marketing Dan Persepsi Harga Terhadap Keputusan Pembelian Pada Produk Maybelline,” J. Econ., vol. 2, no. 10, pp. 2791–2805, 2023, doi: 10.55681/economina.v2i10.904.
H. Y. Mokodompit, S. L. H. V. J. Lapian, and F. Roring, “Pengaruh Online Customer Rating, Sistem Pembayaran Cash on Delivery Dan Online Customer Review Terhadap Keputusan Pembelian Di Tiktok Shop (Studi Pada Mahasiswa Dan Alumni Equil Choir Feb Unsrat),” J. EMBA J. Ris. Ekon. Manajemen, Bisnis dan Akunt., vol. 10, no. 3, p. 975, 2022, doi: 10.35794/emba.v10i3.43393.
Mayroza Wiska, Fenisi Resty, and H. F. Hidayatul Fitriani, “Analisis Content Marketing Dan Electronic Word of Mouth (E-Wom ) Terhadap Keputusan Pembelian Generasi Z Pada Media Sosial Tik-Tok (Studi Kasus Generasi Z Kabupaten Dharmasraya),” Manaj. Dewantara, vol. 6, no. 2, pp. 153–162, 2022, doi: 10.26460/md.v6i2.12524.
D. A. Putri, L. Indayani, and R. A. Sukmono, “The Effectiveness of Influencer Marketing, Content Marketing, and Electronic Word Of Mouth (E-WOM) on Purchasing Decisions for Beauty Product on Shoope Live Streaaming [Efektivitas Influencer Marketing, Content Marketing, dan Electronic Word Of Mouth (E-W,” Int. J. Econ. Dev. Res., vol. 5, no. 1, pp. 1–12, 2024, [Online]. Available: https://journal.yrpipku.com/index.php/ijedr/article/view/4127
S. Pratiwi and R. Rahmidani, “Pengaruh Content Marketing dan Electronic Word of Mouth Pada Media Sosial Instagram Terhadap Keputusan Pembelian Produk Vaseline Hand & Body Lotion,” J. Ecogen, vol. 6, no. 1, p. 119, 2023, doi: 10.24036/jmpe.v6i1.14476.
A. Solekha and D. K. Sari, “The Influence of Content Maketing , Celebrity endorser s , and Brand Ambassadors on Focallure Product Purchasing Decisions in Sidoarjo [ Pengaruh Content marketing , Celebrity endorser , dan Brand Ambassador Terhadap Keputusan Pembelian Produk Focallure d,” pp. 1–15, 2023.
M. Agatha, “Analisis Pengaruh Harga Terhadap Keputusan Pembelian Batik Barong Gung Tulungagung,” J. Chem. Inf. Model., vol. 3, no. 2, pp. 27–35, 2018.
M. Sudirman, “Strategi Pemasaran,” Makal. Ilm. Ekon., vol. 14, no. 3, pp. 124–128, 2023.
A. N. Rahma and V. Firdaus, “Influence of Brand ambassador, Brand image, and Price on Purchase Decisions on Skincare Product Consumer Scarlett Whitening in Sidoarjo City [Pengaruh Brand ambassador, Brand image, dan Harga terhadap Keputusan Pembelian pada Konsumen Produk Skincare Scar,” no. April, pp. 1–17, 2021, [Online]. Available: https://sdgs.un.org/goals
M. Zulkifli and S. Sumartik, “Increasing Brand Image, Sales Promotion and Quality Product on Customer Buying Interest at PT. Berkah Sukses Persada,” pp. 1–13, 2023, [Online]. Available: http://dx.doi.org/10.21070/ups.3636
N. Arianty and A. Andira, “The Effect of Brand Image and Brand Awareness on Purchasing Decisions (Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian),” E-Jurnal Ekon. dan Bisnis Univ. Medan Sumatera Utara, vol. 4, no. 1, p. 897, 2021, [Online]. Available: https://jurnal.umsu.ac.id/index.php/MANEGGIO/article/view/6766
N. H. A. Hardani, Helmina Andriani, Jumari Ustiawaty, Evi Fatmi Utami, Ria Rahmatul Istiqomah, Roushandy Asri Fardani, Dhika Juliana Sukmana, Buku Metode Penelitian Kualitatif, vol. 5, no. 1. 2020.
D. Sugiyono, Metode penelitian kuantitatif kualitatif dan R&D, no. January. 2010.
R. Umami, A. Rizal, and S. Sumartik, “Pengaruh Kualitas Produk, Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Kedai Warsu Coffe Cafe,” Equilib. J. Ekon., vol. 15, no. 2, p. 250, 2019, doi: 10.30742/equilibrium.v15i2.630.
A. Andy and P. Putra, “Interests Of Indomaret Porong Branch Peran Pengalaman Pelanggan , Citra Merek Dan Trust Terhadap Minat Beli Ulang Konsumen Indomaret Cabang Porong,” Manag. Stud. Entrep. J., vol. 5, no. 2, pp. 4082–4107, 2024.
M. P. . Rahmadi, S.Ag., Pengantar Metodologi Penelitiaan, vol. 44, no. 8. 2011. [Online]. Available: https://idr.uin-antasari.ac.id/10670/1/Pengantar Metodologi Penelitian.pdf
Downloads
Additional Files
Posted
License
Copyright (c) 2026 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
