Online Customer Review, Influencer, and Content Marketing Analysis on Impulse Buying on TikTok (Study on Skintific Skincare Products)
DOI:
https://doi.org/10.29407/26zqz309Abstract
Research aim: This study aims to analyze the relationship between online customer reviews, Influencers, and content marketing with impulse buying behavior in Skintific skincare products on the TikTok platform.
Design/Method/Approach: This study uses a quantitative approach with a correlational design. Data was collected through a five-point Likert scale questionnaire that was distributed online to 40 TikTok user respondents who had been exposed to online customer reviews, Influencer content, and Skintific content marketing and had experience buying the product. The collected data were analyzed using multiple linear regression with IBM SPSS Statistics version 27 through t-tests and F-tests.
Research Finding: The results of the study show that online customer reviews and content marketing do not have a significant relationship with impulse buying behavior, while Influencers have a positive and significant relationship. Simultaneously, the three variables have a significant relationship with impulse buying behavior.
Theoretical contribution/Originality: This study shows that in short video-based social commerce, the relationship between Influencers and impulse buying is more dominant than online customer reviews and content marketing.
Practitionel/Policy implication: The results of the research can be the basis for skincare industry players in designing digital marketing strategies that emphasize the selection of credible Influencers for TikTok users.
Research limitation: This study was limited to a relatively small number of respondents and focused on one skincare brand, so the results of the study could not be generalized widely.
Keywords: Online Customer Review, Influencer, Content Marketing, and Impulse Buying.
Keywords:
Online Customer Review, Influencer, Content Marketing, Impulse BuyingDownloads
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