PENGARUH SOCIAL MEDIA MARKETING, ONLINE CUSTOMER REVIEW, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC MELALUI MARKETPLACE TIKTOK DI KABUPATEN TANGERANG
Kata Kunci:
Social Media Marketing, Online Customer Review, Brand Trust, Keputusan Pembelian, Tiktok MarketplaceAbstrak
Pertumbuhan pesat industri kecantikan di Indonesia telah membentuk perilaku konsumen baru, khususnya dalam pembelian produk skincare melalui platform social commerce seperti TikTok Shop. Penelitian ini bertujuan menganalisis pengaruh Social Media Marketing, Online Customer Review, dan Brand Trust terhadap keputusan pembelian produk Skintific di Kabupaten Tangerang. Penelitian ini menggunakan pendekatan kuantitatif dengan data yang diperoleh dari 173 responden melalui purposive sampling. Analisis data dilakukan dengan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Social Media Marketing, Online Customer Review dan Brand Trust berpengaruh signifikan terhadap keputusan pembelian, Temuan ini menekankan pentingnya strategi pemasaran digital dan ulasan konsumen dalam membentuk perilaku konsumen. Penelitian selanjutnya disarankan memasukkan variabel lain, seperti citra merek dan kepuasan konsumen, untuk memperkaya analisis.
The rapid growth of the beauty industry in Indonesia has shaped new consumer behaviors, particularly in purchasing skincare products through social commerce platforms such as TikTok Shop. This study aims to analyze the influence of Social Media Marketing, Online Customer Review, and Brand Trust on purchasing decisions of Skintific products in Tangerang Regency. Using a quantitative approach, data were collected from 173 respondents through purposive sampling. Partial Least Square-Structural Equation Modeling (PLS-SEM) was employed for data analysis. The results indicate that Social Media Marketing, Online Customer Review, and Brand Trust significantly affect purchase decisions, The findings highlight the critical role of digital marketing strategies and peer reviews in shaping consumer behavior. Future research is recommended to include other variables, such as brand image and customer satisfaction, to enrich the analysis.
