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Journal : Primary Journal of Multidisciplinary Research

Pengaruh Online Customer Review dan Promotional Content pada Impulse Buying Produk Skincare The Originote di Platform Tiktok dengan Influencers sebagai Variabel Moderasi Chamisyahuri, Chamisyahuri; Purmono, Bintoro Bagus; Jaya, Arman; Afifah, Nur; Setiawan, Harry
Primary Journal of Multidisciplinary Research Vol. 1 No. 3 (2025): Primary Journal of Multidisciplinary Research, June 2025
Publisher : Lembaga Publikasi Ilmiah Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70716/pjmr.v1i3.199

Abstract

The high public interest in skin care products has led to consumers facing various choices, encouraging manufacturers to innovate and promote their products, including through influencers. This study aims to evaluate the effect of online customer reviews and promotional content on impulse buying of The Originote products in Indonesia, with influencers as moderating variables. The focus of the study is Indonesian consumers aged 17 years and over who have purchased and tried The Originote products at least once. Data were collected through questionnaires from 205 respondents using purposive sampling techniques and analyzed using Structural Equation Modeling (SEM) with SmartPLS 4. The results showed that online customer reviews and promotional content have a positive and significant effect on impulse buying. However, influencers do not significantly moderate their relationship to impulse buying. This finding suggests that in digital marketing, trust in online customer reviews and the strength of promotional content are more effective in driving impulse buying than influencers. The practical implication of this research is the importance for businesses to focus marketing strategies on strengthening promotional content and online customer reviews
Co-Authors -, Irianto -, Suryono -, Sutedjo Adelia, Steven Agusalim, Imam Dui Ahmad Firyal Adila Akbar Tanjung Akhmad Arif Kurdianto Angraini Hasanah, Putri Ninis Apollo Apollo Aspasya, Delvia Putri Basima, Afra Caesa Aulia Mufida Chamisyahuri, Chamisyahuri Charles, Ricardo Damayanti, Nurlia Eka Dody Pratama Marumpe Dui Agusalim, Imam Eko Hadi Suharyanto, Hendik Endro Wahjono, Endro Fahruna, Yulyanti Farid Dwi Murdianto Fauzan, Rizky Ferdiansyah, Indra Fitri, Aisyah Farah Yasira Fitriani, Indria Gigih Prabowo Giriati, Giriati Gita, Leiya Harry Setiawan Hasanudin Hasanudin Hasanudin Hasanudin Helma Malini, Helma Heriyadi Ikram Yakin Irianto Irianto Istikarani , Miranda Juniwati Juniwati Juniwati Kurniawan, Anis Levina, Widya Liau Ie Hau Lovianda, Visi Lucky Pradigta Setiya Raharja Luki Septya Mahendra M. Irfani Hendri Mauridhi Heri Purnomo Megawati - Muhammad Afif Muhammad Arrazi Bagaswara Nabila, Amaninda Jihan Nardi, Rio Nugraha, Syechu Dwitya Patricia, Adella Prabowo , Yogi Muhammad Pandu Pramana Saputra Prilian Eviningsih, Rachma Purawanto, Era Purmono, Bintoro Bagus Rachma Prilian Eviningsih, Rachma Prilian Rahayu, Ratna Bhanuwati Rakhmawati, Renny Ramadhan, Ashriansyah Ramadhani, Hanif Fariz Rifki, Maulana Radiyan Romanisti, Shemma Anggia Rusli, Muhammad Rizani Saputra, Dimas Septi Yanaratri, Diah Setiadi, Galang Setiya Raharja, Lucky Pradigta Sigit Ardi Saputra Soebagio Soebagio Suharyanto, Hendik Eko Hadi Suryani Dahniati Suryanto Suryanto Suryono Suryono Sutedjo Sutedjo Syahbandi Syahbandi Syahbandi Syaifullah, Muhammad Hasan Taufik, Tofikurrahman Wahed Tegar Aryo Pratomo Titik Rosnani Verizki, Chita Vicky Hadasya Pratama Victorio, Michael Wenny Pebrianti Wijaya, Piter Tanto Yakin, Ainul Yohanes Dandy Yulianto, Rifky Syahputra Yuspita, Agata