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Journal : JURNAL MANAJEMEN BISNIS

The Influence of Content Marketing, Online Customer Reviews, and Empathy on Purchase Decision : (Case of Camille Beauty Lip Tint on TikTok) Ritonga, Nurul Amelia Pratiwi; Soemitra, Andri; Harianto, Budi
Jurnal Manajemen Bisnis Vol. 11 No. 2 (2024): September
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v11i2.952

Abstract

The skincare segment of the Indonesian cosmetics industry is currently experiencing significant growth. As a result, there is intense and increasing competition within this sector. Founded in 2018, Camille Beauty is a well-regarded beauty manufacturing company that encourages consumers to purchase its products through social media marketing, particularly on platforms like TikTok. This study aims to investigate how consumers' decisions to purchase lip tints from Camille Beauty are influenced by empathy, online customer reviews, and content marketing. The sample for this quantitative study consists of 100 current students from the FEBI Management Study Program at North Sumatra State Islamic University. The sampling method employed was purposeful sampling, a non-probability technique. Data analysis was conducted using linear regression techniques, with hypothesis testing performed through t-tests and F-tests. The study's findings indicate that, for Camille Beauty lip tint purchases, empathy, content marketing, and online customer reviews all had a positive and significant impact on consumer decisions. Data were analyzed using SPSS version 25. Overall, the study confirms that empathy, content marketing, and online customer reviews have a strong and significant influence on consumer purchasing decisions for Camille Beauty lip tints.
Co-Authors Abd Majid, M Shabri Adnan Ahmed Usmani, Sheikh Ahmad Amin Dalimunthe Al-Mahdi Albahi, Muhammad Amini, Salisa Anfa, Sugianto Annisa, Sufiati Arafah, Yenni Arbanur Rasyid Arfan Harahap, Muhammad Arif, Edwin Arifin Fauzi Lubis Asmuni Asmuni Ayu Andini Azhari Akmal Tarigan Azhari Azhari Baehaqi Batubara, Maryam Batubara, Zulfa Khairina Bi Rahmani, Nur Ahmadi Budi Harianto, Budi Cahyadi, Rahmad Chaniago, Alia Chuzaimah Batubara, Chuzaimah Citra Pratiwi Daulay, Suci Desi Ika Dewi, Nurul Aulia Dharma, Budi Dhian Rosalina, Dhian Elida Elfi Barus, Elida Elfi Firdaus, Rayyan Fitrah, Al Tasya Fitri Fitri Kurniawati Gultom, Mitra Sami Hakim Siregar, Lukmanul Hamdani Hamdani Hanif, Hilman Hanum, Fadillah Harahap, Minta Ade Doliana Harahap, Muhammad Ikhsan Harahap, Rahmat Daim Harahap, Raja Sakti Putra Harroni, Jum Harsono, Muhammad Hasibuan, Faisal Umardani Hasibuan, Fauzan Fahmi Hasibuan, Maisyah Khairani Hendra Hendra Hidayat, Ryan Hutagalung, Muhammad Wandisyah R Imahda Khoiri Furqon Imsar Imsar, Imsar Indah Pratiwi Indradewa, Rhian Iskandar Muda Ismail Ismal, Rifky Isnaini Harahap Iwandi, Iwandi IZZAH, NURUL Jamila, Khaidar Rahmaini Juliana Nasution Julita Julita Kamal, Jaidil Kamaruddin Kamaruddin Kausar, Al Khaidir, Widya Khairani br Tambunan, Adila Kusuma, Annisa Ayu Latip, Abd Lestari, Putri Indah Lubis, Fitri Yani Lubis, Muhammad Ershad M. Shabri Abd. Majid Mahyudin Mahyudin Marliyah Marliyah, Marliyah Meutia Dewi, Meutia Muhammad Arif Muhammad Ramadhan Muhammad Ridwan MUHAMMAD RIZAL muhammad Syahbudi, muhammad Muhammad Syukri Albani Nasution Muhammad Umar Maya, Putra Muhammad Yafiz Mutthaqin, M. Satrya Muyasaroh, Nurul Nadia Nadia Nadia Nafil, Herwan Nainggolan, Laila Mardiyah Nasution, Eldzan Izzahara Nasution, Faisal Nasution, Hasbi Andika Nasution, Najlah Kholilah Nawir Yuslem Nawir Yuslem, Nawir Noor, Mohd Novi Purnama Sari Nur, Dara Lutfiah Nura, Ismail Nurhayati Nurhayati Nurhayati, Sucinta Tri Nurjianti, Widya Nurlaila Nurlaila Nurlaila Nurul Jannah Puspita Sari, Dira Putri, Dinda Clarita Wirani Rahma, Tri Inda Fadhila Rahma, Tri Indah Fadhila Rahmani, Nur Ahmadi Bi Ramadhani, Devi Ramadhani, Sri Ramdansyah Fitrah Reza Nurul Ichsan Rifani, Devi Riska, Zunaida Ritonga, Nurul Amelia Pratiwi Rizki, Oktavera Rizky Aditya Sagala, Putri Wulandini Sakti Putra Harahap, Raja Saragih, Hari Setiawan SEGATI, AHDA Shifa, Mutiara Simamora, Siti Anisa Simbolon, Linda Rosalina Siregar, Dhetia Putri Siregar, Tetty Handayani Siti Aisyah Soehardi, Dwi Vita Lestari Soemitra, Yusrizal Sugianto Sugianto Sugiyanto - Sukiman Sukiman Sukma, Novita Riyati Susanti, Widya Susanty, Widya Syahputra, Angga Syawal Harianto, Syawal Tanjung, Intan Sari Tuti Anggraini Wahyu Syarvina Wahyudi, Rizky Widjiantoro, Surya Tegar YENNI SAMRI JULIATI NASUTION, YENNI SAMRI JULIATI Yuda Bakti, I Gede Mahatma Yusrizal Yusrizal Yusrizal Zainal Arifin Zuhrinal M. Nawawi Zulkarnaen Zulkarnaen