Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Business Studies and Management Review
Ar Kacio Maharani
Unknown Affiliation
Decision Sciences, Operations Research & Management Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The INFLUENCE OF INFLUENCER MARKETING AND ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS FOR SKINTIFIC PRODUCTS IN THE E-COMMERCE TIKTOK SHOP Ar Kacio Maharani; Musnaini; Ade Perdana Siregar
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.48179

Abstract

This study aims to determine the influence of influencer marketing and online customer reviews on purchasing decisions for Skintific products on the TikTok Shop e-commerce platform. The background of this study is based on the increasing use of TikTok as a marketing platform and the large number of Generation Z consumers who purchase skincare products after seeing promotions from influencers and reviews from other users. The research method used is associative quantitative research with data collection techniques through distributing questionnaires to 200 respondents who are TikTok Shop users and have purchased Skintific products via WhatsApp. Data analysis was carried out using multiple linear regression with the help of SPSS software. The results show that both influencer marketing and online customer reviews have a positive and significant effect, both partially and simultaneously, on purchasing decisions. The conclusion of this study is that marketing strategies involving influencers and online reviews can influence consumer behavior, especially in purchasing decisions on digital platforms. This research is expected to provide practical contributions for business actors and academics in the development of digital marketing studies.
Co-Authors Musnaini Siregar, Ade Perdana