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All Journal Journal Of World Science
Sobari, Rafly Alfikri
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Computer Science & IT Economics, Econometrics & Finance Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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The Influence of Marketing Content, Online Customer Review, EWOM on the Decision to Purchase Moisturizer Products on the Tiktok Application Safitri, Della Ayu; Sobari, Rafly Alfikri; Dedu, May
Journal of World Science Vol. 4 No. 4 (2025): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v4i4.1388

Abstract

This study investigates the influence of content marketing, online customer reviews, and Electronic Word of Mouth (E-WOM) on purchasing decisions for moisturizer products via TikTok, a platform increasingly pivotal in consumer behavior. Employing a quantitative approach, data were collected from 247 active TikTok users in Indonesia through online questionnaires and analyzed using SPSS Version 27 (multiple linear regression). Results revealed that online customer reviews (?=0.479) exerted the strongest influence, followed by E-WOM (?=0.359) and content marketing (?=0.159), collectively explaining 47.3% of purchasing decisions (R²=0.473). The findings underscore the critical role of peer-generated content in building trust and reducing uncertainty, while TikTok’s interactive format amplifies E-WOM’s impact. The study contributes to the Technology Acceptance Model (TAM) by validating TikTok-specific drivers of consumer behavior. Practical implications suggest businesses prioritize authentic reviews and E-WOM strategies on TikTok to enhance consumer engagement and sales. Unexplained variance (52.7%) calls for future research on influencer marketing and cross-platform comparisons.
Co-Authors May Dedu Safitri, Della Ayu