Pengaruh Content Marketing dan Online Customer Review di TikTok terhadap Keputusan Pembelian Produk Moisturizer Merek Skintific

The Influence of Content Marketing and Online Customer Reviews on Purchasing Decisions for Skintific Brand Moisturizer Products.

Abstract

This study examines the impact of content marketing and online customer reviews on TikTok on purchasing decisions for Skintific's moisturizer products. Using a quantitative approach, data was collected from 100 respondents via a Google Forms questionnaire, with content marketing (X1) and online customer reviews (X2) as independent variables and purchasing decisions (Y) as the dependent variable. Partial linear regression analysis showed that both content marketing and online customer reviews significantly influence purchasing decisions, accounting for 64.4% of the impact, with the remaining 35.5% attributed to other factors. The study suggests that Skintific should focus on creating high-quality content and being responsive to customer reviews on TikTok.