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All Journal Teknovokasi : Jurnal Pengabdian Masyarakat Vokatek : Jurnal Pengabdian Masyarakat Ininnawa: Jurnal Pengabdian Masyarakat Jurnal Sipakatau Paramacitra : Jurnal Pengabdian Masyarakat International Journal of Education, Vocational and Social Science Business Research and Administration Innovation (BRAIN)
Siti Syarifah Wafiqah Wardah
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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The Influence of Online Customer Reviews and Content Marketing on Scarlett Whitening's Purchase Decision on Tiktok Users in Makassar City Mega Yuliarsih, Mega Yuliarsih; Haedar Akib; Yusi Irensi Seppa; Siti Syarifah Wafiqah Wardah; Alifia Ainun Rizky
Business Research and Administration Innovation Vol. 2 No. 3 (2025): BRAIN - DECEMBER
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v2i3.42

Abstract

The Influence of Online Customer Reviews and Content Marketing on  Scarlett Whitening's Purchase Decisions on Tiktok Users in Makassar City. This study aims to find out how the Influence of Online Customer Reviews  and Content Marketing on Purchase Decisions both Simultaneously and Partially where Scarlett Users and Tiktok Marketplace are the object of research. This research uses Quantitative research type. The data collection technique used is through primary data (questionnaires and observations). The sampling technique uses Purposive Sampling technique with data collection using questionnaires. The data obtained were processed using SPSS 22 which consisted of multiple regression analysis which was first tested using validity tests, reliability tests, and normality tests. The results showed that the Online Customer Review variable had a significant effect on purchasing decisions with a T count of 6,658 > T   table  1.984 with a significance value of 0.000 < 0.05, Content Marketing had a significant effect on purchasing decisions with a calculated T value of 8,252 > T table  1.984 with a significance value of 0.000 < 0.05 and there is a simultaneous influence of online customer review and content marketing on the  purchase decision of Scarlett Whitening on TikTok users in Makassar City with acalculated F value of  42,573 > 3.09 Ftable. The value of the Coefficient of Determination (Adjusted R2) obtained is 0.570, this means that purchasing decisions are  influenced by online customer reviews and content marketing as  much as 57%, while the rest is influenced by other factors.
Co-Authors Ahmad Jamalong, Ahmad Akmal, Muhammad syafruddin Alifia Ainun Rizky Andi Muhammad Rivai Arief Ramadhan Aris Baharuddin Aris Baharuddin Dewi Fatmarani Surianto Dyan Paramitha Darmayanti Dyan Paramitha Darmayanti Edi Kurniawan Fadhillah S, Nurul Faizah Khaeruddin Fatimah Akbal Fitriani Dzulfadhilah Haedar Akib HERI TAHIR Ilyas, Sitti Nurhidayah Imran, Siti Nurfadila Irensi Seppa, Yusi Khaeruddin, Faizah Maya Kasmita Mega Yuliarsih, Mega Yuliarsih Muhammad Akil Musi Muhammad Luthfi Siraj Muhammad Rizal Muliadi Nur Hidayah Nurhasni Muis Nurul Fadhillah S Rivai, Andi Muhammad S, Muh. Rizal S, Muh. Rizal S, Nurul Fadhillah Satrul, Hairul Saleh Seppa, Yusi Irensi Sultan, Sulhani Purwanti Syafar, Irfan Syarifuddin Syarifuddin Syarifuddin Wahyu Hidayat M Yusi Irensi Seppa Yusi Irensi Seppa