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Asnawati
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Pengaruh Influencer dan Content Marketing serta Online Customer Review terhadap Keputusan Pembelian Skincare Bioaqua di TikTok Ika Ratih Purwanti; Asnawati
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 1 No. 4 (2025): OKTOBER-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/kzsp8c31

Abstract

This study aims to determine the influence of influencers, content marketing, and online customer reviews on purchasing decisions for Bioaqua skincare products on TikTok. The background of this research is the increasing use of the internet and the growth of TikTok as a marketing platform, which has transformed consumer behavior in seeking information and making decisions. As a result, digital promotional strategies have become increasingly important for skincare brands. This research employs a quantitative method with a purposive sampling technique. Data were collected through a questionnaire distributed to 120 respondents. The data were analyzed using SmartPLS. The results indicate that the influencer and content marketing variables have a significant influence, whereas online customer reviews do not show a significant effect on purchasing decisions. These findings suggest that consumers are more strongly influenced by influencers and content marketing than by online customer reviews
Co-Authors A. Asrijal Andri Gunawan Antonio Imanda, Antonio Ariady, Nabilla Azzahra Arif Rahman Hakim Baruna Mulki, Achmad Cheppy Berli, Franse Budiarto, Maria Dela Afryla Eko Suryana Elfianty , Lena Febriansyah Febriansyah Ghalil Setiawan Haryono, Mimpira Hidayatullah Akbar, Hasan Ika Ratih Purwanti Isnaini Isnaini - Lasdi Arman Malius, Aset martiani Maryaningsih Mendrofa, Syah Abadi Merry Rullyanti Mintadi, Mukh. Mirwansyah Nova Sabania Perdima , Feby Elra Perkoso, Bagus Hakim Pertiwi, Adriana Kusuma Putra, Dwingki Marta Putra, Muhammad Reydho Rauhillah, Siti Ria Fransisca Rita Prima Bendriyanti Riyani, Risma Yulfa Rohmawati, Manis Romlah Abu Bakar Askar Rosyidi, M Alwan Shinta Kurnia Sihite, Toga Sehat Simanjuntak, Pastima Sri Narti Syisva Nurwita Teluma, Yohanes Beda Tinok Dwi Ananda Tri Mulyono Ulfah, Rahmaniah Vethy Octaviani Wuryanti Handayani Yeni Maulidah Muflihah Yopi Parza Yuliani, Rahma Yulvia, Ana ZA, Saida Zainurossalamia ‘Ibaadurrahmaan, Khansa Khafiya