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All Journal International Journal of Nusantara Islam Syntax Literate: Jurnal Ilmiah Indonesia Al-Mashlahah: Jurnal Hukum Islam dan Pranata Sosial International Journal of Social Service and Research Journal Of World Science Indonesian Journal of Business Analytics (IJBA) Return : Study of Management, Economic and Bussines Indonesian Journal of Advanced Research (IJAR) International Journal of Nusantara Islam Journal of Management, Economic, and Financial
May Dedu
Universitas Suwadaya Gunung Jati Cirebon
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Journal Of World Science

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The Influence of Marketing Content, Online Customer Review, EWOM on the Decision to Purchase Moisturizer Products on the Tiktok Application Safitri, Della Ayu; Sobari, Rafly Alfikri; Dedu, May
Journal of World Science Vol. 4 No. 4 (2025): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v4i4.1388

Abstract

This study investigates the influence of content marketing, online customer reviews, and Electronic Word of Mouth (E-WOM) on purchasing decisions for moisturizer products via TikTok, a platform increasingly pivotal in consumer behavior. Employing a quantitative approach, data were collected from 247 active TikTok users in Indonesia through online questionnaires and analyzed using SPSS Version 27 (multiple linear regression). Results revealed that online customer reviews (?=0.479) exerted the strongest influence, followed by E-WOM (?=0.359) and content marketing (?=0.159), collectively explaining 47.3% of purchasing decisions (R²=0.473). The findings underscore the critical role of peer-generated content in building trust and reducing uncertainty, while TikTok’s interactive format amplifies E-WOM’s impact. The study contributes to the Technology Acceptance Model (TAM) by validating TikTok-specific drivers of consumer behavior. Practical implications suggest businesses prioritize authentic reviews and E-WOM strategies on TikTok to enhance consumer engagement and sales. Unexplained variance (52.7%) calls for future research on influencer marketing and cross-platform comparisons.
The Influence of Influencer Marketing, Social Media Marketing, and Electronic Word of Mouth Wom on Skintific Purchase Decisions on Shopee (Case Study in Majalengka Regency) Hanifa, Dhiany Nurhasanah; Fitriyani, Fayza Nandika; Dedu, May
Journal of World Science Vol. 4 No. 4 (2025): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v4i4.1391

Abstract

The Indonesian skincare market has evolved with increasing consumer preference for clean, minimalist beauty, leading brands like Skintific to adopt strategic digital marketing approaches. This study aims to analyze the influence of Influencer Marketing, Social Media Marketing, and Electronic Word of Mouth (eWOM) on consumer purchasing decisions, specifically for Skintific products on the Shopee platform in Majalengka Regency. Employing a quantitative approach, data were gathered from 200 respondents via a structured questionnaire and analyzed using multiple linear regression through SPSS Version 27. The findings reveal that all three independent variables significantly influence purchase decisions, with eWOM showing the strongest impact (? = 0.387), followed by Influencer Marketing (? = 0.324), and Social Media Marketing (? = 0.222). The model demonstrated good predictive power, with an R² value of 0.652. These results underscore the importance of digital marketing strategies in shaping consumer behavior and offer actionable insights for businesses to leverage influencer collaboration, social media engagement, and consumer reviews to boost sales. The research contributes to the digital marketing literature by contextualizing consumer behavior in a regional e-commerce setting and highlights the need for future studies to explore moderating variables such as brand loyalty, trust, and demographics to expand generalizability.
The Effect of Live Streaming, Discounts, and Shopping Lifestyle on Impulse Buying in Cosmetics on Tiktok Shop Safitri, Kurnaesih; Khasanah, Silvy Ahwattun; Dedu, May
Journal of World Science Vol. 4 No. 4 (2025): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v4i4.1392

Abstract

The rapid growth of Indonesia’s cosmetics industry, fueled by digital transformation and social commerce, has made impulse buying a critical phenomenon. This study analyzes the effects of Live Streaming, Discounts, and Shopping Lifestyle on Impulse Buying in TikTok Shop, a platform dominating Indonesia’s e-commerce landscape. Using a quantitative approach, data from 145 TikTok Shop users in Cirebon Regency were analyzed via multiple linear regression. Results confirmed all three variables significantly influence impulse buying, with Shopping Lifestyle (? = 0.362, *p* = 0.000) as the strongest predictor, followed by Live Streaming (? = 0.385, *p* = 0.000) and Discounts (? = 0.193, *p* = 0.012). The model explained 66.5% of variance, underscoring their collective impact. Findings align with prior research but extend knowledge by focusing on TikTok Shop’s unique ecosystem. Practical implications suggest businesses should prioritize live streaming interactions, time-sensitive discounts, and hedonistic lifestyle targeting. Limitations include unexamined variables (e.g., social influence), urging future research to expand the model. This study bridges theoretical and practical gaps in digital consumer behavior, offering actionable insights for marketers in the social commerce era.
Co-Authors Aditiya, Cristian Agustina Amrullah, Amir Arkhan Fitriyani, Fayza Nandika Hanifa, Dhiany Nurhasanah Hanifah, Lulu Hasan Baisa, Harits Izzuddin, Ihya Raihan Khasanah, Silvy Ahwattun Kusmawati, Rengganis Lusyana, Griesthalia Cantik Misbak, Misbak Muhajirin Muhajirin Nugraha, Muhammad Rivaldhie Juniar Nur Intan Nurjannah, Ika Nurjannah Nurrahman, Adithia Permana, Romi Safitri, Della Ayu Safitri, Kurnaesih Sari, Rakhma Sobari, Rafly Alfikri Thoriq Akbar, Naufal