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All Journal Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Jurnal Soshum Insentif Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Business Innovation and Entrepreneurship Journal Jurnal Wacana Ekonomi Journal Civics and Social Studies Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Jurnal E-Bis: Ekonomi Bisnis Journal of Economics and Business UBS SABBHATA YATRA : Jurnal Pariwisata dan Budaya ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Journal of Research in Social Science and Humanities Jurnal Ekonomi Perjuangan (JUMPER) Jurnal DIALEKTIKA : Jurnal Ilmu Sosial Journal of International Conference Proceedings Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) JURNAL PARADIGMA: Journal of Sociology Research and Education Jurnal Wahana Akuntansi: Sarana Informasi Ekonomi dan Akuntansi Journal of Knowledge Management Journal Of Entrepeneurship and Strategic Management (JESM)
Nurhasan, Rohimat
Universitas Garut
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Journal : ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING

 1 
The Mediating Role of Online Customer Reviews in the Influence of Content Marketing on Purchase Decisions Tri Lestari, Febrianti; Nurhasan, Rohimat; Wufron
ARBITRASE: Journal of Economics and Accounting Vol. 6 No. 1 (2025): July 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/arbitrase.v6i1.2500

Abstract

This study aims to analyze the mediating role of reviews uploaded by online consumers and their impact on purchase decisions on TikTok, particularly those influenced by content marketing. The research background indicates a rapid increase in TikTok usage for business activities, with Indonesia being the largest TikTok user country in July 2024. Although Content Marketing and Online Customer Review have been acknowledged to influence Purchase Decision, many previous researches has a gap in understanding mediation impact of Online Consumer Review in TikTok App specifically. Some studies also suggest that Content Marketing does not always significantly impact Purchase Decision on this platform. To collect the required primary data, this study uses a questionnaire that was addressed to 400 TikTok users in Indonesia, making this study classified into quantitative approach research-based. In this research, the data analyze technique has been uses the PLS-SEM through Smart PLS software. The review uploaded by online consumer has a strong-positive relationship to affect other consumers’ purchasing decision, this statement becomes the preliminary result then. Online Customer Review also has a very strong and positive relationship with the Purchase Decision. However, the direct relationship between Content Marketing and Purchase Decision is relatively weak. Initial findings indicate that Content Marketing has a very strong positive relationship with Online Customer Review (path coefficient of 0.920). Online Customer Review also has a very strong and positive relationship with Purchase Decision (path coefficient of 0.810). However, the direct relationship between Content Marketing and Purchase Decision is relatively weak (path coefficient of 0.146). This suggests that Online Customer Review plays a crucial role in mediating the influence of Content Marketing on Purchase Decision in TikTok. This study is expected to fill the literature gap by developing a mediation model that considers the specific characteristics of TikTok. This research is expected to fill the literature gap by developing a mediation model that considers the specific characteristics of TikTok.
Co-Authors Abdullah Ramdhani Ade Purnawan Adiatma, Dani Ajeng Binda Rahayu Akmala Hadita Alkautsar, Muslim Amalya, Ananda Asep Saepuloh Avianti, Novi Berliani, Syifa Bisma Ekalayang Ichanudin Cecep Selamet Cupiadi, Hedi Dea Nursifa Devianti Nurazizah Dian Nurdiansyah Dini Turipanam Alamanda Edi Suryadi Eeng Ahman, Eeng Elvira Frischa Aulia Fatria Dewi , Hesti Maharani Fikri Fahru Roji Fitrin Rawati Suganda Fuji Mahayati Gusti Hamdani, Nizar Alam Handayani, Tia Fitria Hapitalia H Hedi Cupiadi Hermina, Tinneke Hilman Rismanto Kowiyanto Kurniawan, Deri Alan Lili Adi Wibowo Lusiana Nur Safitri Magnaz Lestira Oktaroza Maharani, Kartika Tri Maria Rahmawati Maulidiani, Alda Mega Silviani Gustari Meisi Martini Meli Kamila Muharwiyah Munawar, Soviyan Munawi, Ahmad Syarif Musaropah, Ucu Muslim Al Kautsar Mustofa Abror Nanda Karisa Sintia Dewi Nizmah Fitri Sani Nugraha, Rinda Nuroni, Rizqia Zahira Oktaviani Nur Adzanni Prayoga, Cepi Juniar Puji Indah Ramadhan Putri, Ghendoek Sheila Rachmawati, Tiyara Rahma Anisatul Masriyah Raka Fazal Aula Ramdhan, Yayang Iman Nur Rani Rahmayani Ratih Hendayani Ratna Wulandari Rawati Suganda, Fitrin Rima Rahmawati Riska Sukmawati Rismanto, Hilman Risnawati, Hesti Riyad Sabilul Muminin Riyan Faozy Rizki Maulana Roni Gunawan Rosandi, Rosandi Ilham Ramadan Sabilulmumin, Riyad Salsa, Salsabilla Sarah Nuraeni Sari, Intan Tenisia Prawita Sedyastuti , Kristina Selamet, Cecep Setiawan, Rahyuniati Sopiah, Sopiah Stanny Dhamayanty Suci Lestari Suwatno Suwatno Syamsu Yusuf Syarif Munawi, Ahmad Tatang Mulyana Tresnareta Budiman Tri Lestari, Febrianti Viana Nurul Khovifah Viani Khoerunnisa Wati Susilawati, Wati Windi Yulianti Wufron Wufron Yhora Listy Adhara Yulianti, Windi Yusti Nur Annisa Yusuf LN, Syamsu YUSUF, RAMAYANI Zulfa, Hasna Nabila Zulfa, Siti Azizah