INFLUENCE SOCIAL MEDIA MARKETING AND REVIEWS PRODUCT INTEREST IN BUYING SKINTIFIC SKINCARE ON TIKTOK
DOI:
https://doi.org/10.15575/jb.v5i2.57356Keywords:
Social Media Marketing, Product Reviews, Purchase Intention, Skintific, TikTok.Abstract
The advancement of digital technology compels businesses to optimize their digital marketing strategies to boost consumer purchase intention. This study aims to analyze the partial and simultaneous effects of social media marketing and product reviews on the purchase intention for Skintific skincare products on TikTok. A quantitative method with an associative approach was employed. Data were collected via questionnaires distributed to 100 respondents selected through purposive sampling; the inclusion criteria were TikTok users residing in Bandung who were aware of and had viewed Skintific marketing content or product reviews on the platform. Data analysis involved multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that social media marketing has a positive and significant effect on purchase intention, with a calculated t-value of 4.920 and a significance level of 0.000. Product reviews also exert a positive and significant influence on purchase intention, with a calculated t-value of 4.476 and a significance level of 0.000. Simultaneously, social media marketing and product reviews significantly and positively affect purchase intention, yielding a calculated F-value of 52.684 and a significance level of 0.000. An R-square value of 0.520 indicates that the two independent variables explain 52.0% of the variation in consumer purchase intention. These findings demonstrate that optimizing social media marketing and managing product reviews are crucial factors in enhancing purchase intention for Skintific skincare among TikTok users in Bandung.
References
Andriana, A. N. (2023). Pengaruh online customer review, content marketing dan brand love terhadap keputusan pembelian produk Skintific pada platform Tiktok shop. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 1205-1226.
Az-Zahra, P., & Sukmalengkawati, A. (2022). Pengaruh digital marketing terhadap minat beli konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 2008-2018.
Dahl, S. (2021). Social media marketing: Theories and applications. SAGE publications Ltd.
Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.
Hanjaya, B. S., Budihardjo, B. S., & Hellyani, C. A. (2023). Pengaruh social media marketing terhadap keputusan pembelian konsumen pada UMKM. Jurnal Riset Manajemen Dan Ekonomi (Jrime), 1(3), 92-101.
Hartanto, B., & Indriyani, L. (2022). Minat beli di marketplace Shopee. PT Inovasi Pratama Internasional.
Ilmiyah, K., & Krishernawan, I. (2020). Pengaruh ulasan produk, kemudahan, kepercayaan, dan harga terhadap keputusan pembelian pada marketplace Shopee di Mojokerto. Maker: Jurnal Manajemen, 6(1), 31-42.
Kaur, S. (2016). Social media marketing. Asian Journal of Multidimensional Research (AJMR), 5(4), 6-12.
Meliawati, T., Gerald, S. C., & Aruman, A. E. (2023). The effect of social media marketing Tiktok and product quality towards purchase intention. Journal of Consumer Sciences, 8(1), 77-92.
Moon, S., Park, Y., & Seog Kim, Y. (2014). The impact of text product reviews on sales. European Journal of Marketing, 48(11-12), 2176-2197.
Novita, D., Herwanto, A., Mayndarto, E. C., Maulana, M. A., & Hanifah, H. (2023). Penggunaan media sosial TikTok sebagai media promosi pemasaran dalam bisnis online. Jurnal Minfo Polgan, 12(2), 2543-2550.
Permana, E., Harnovinsah, H., Sarmila, S., & Amelia, D. (2025). Analisis penjualan produk skincare Somethinc melalui live streaming pada platform digital TikTok. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 4(4), 6442-6454.
Putri, D. P. E., Rismawati, D. A., Lestari, M. S., Pravitasari, N., Saputri, P., Wahyudi, R., & Rahmawati, Y. (2023). Pengaruh Harga, Promosi, Ulasan Produk, Dan Metode Pembayaran Terhadap Keputusan Pembelian Pada Marketplace TikTok Shop. Academica: Journal of Multidisciplinary Studies, 7(1), 67-92.
Saputra, F., Khaira, N., & Saputra, R. (2023). Pengaruh user interface dan variasi produk terhadap minat beli konsumen (Studi literature). Jurnal Komunikasi Dan Ilmu Sosial, 1(1), 18-25.
Sari, S. P. (2020). Hubungan minat beli dengan keputusan pembelian pada konsumen. Psikoborneo: Jurnal Ilmiah Psikologi, 8(1), 147.
Sasikirana, I. D. V., Dewi, A. S., Khayzuran, Q. A., Firdausy, S. P., & Radianto, D. O. (2024). Strategi pemasaran digital yang efektif untuk meningkatkan daya saing perusahaan di era digital. Profit: Jurnal Manajemen, Bisnis Dan Akuntansi, 3(2), 166-177.
Susilo, H. H. R., & Yoestini, Y. (2024). Pengaruh harga, kualitas produk, dan electronic word of mouth terhadap keputusan pembelian produk makanan melalui media sosial (Studi pada konsumen Naturicha Juice di Kabupaten Cilacap). Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 18(3), 1930-1953.
Syahrani, S., & Fasa, M. I. (2025). Transformasi digital dalam pemasaran peran digital marketing dalam meningkatkan daya saing e-business. Jurnal Media Akademik (JMA), 3(4).
Tonda, F., Ali, H., & Khan, M. A. (2024). Pengaruh promosi dan online customer reviews terhadap keputusan pembelian melalui minat beli (literature review manajemen pemasaran). Jurnal Manajemen Dan Pemasaran Digital, 2(3), 181-194.
Weathers, D., Swain, S. D., & Grover, V. (2015). Can online product reviews be more helpful? Examining characteristics of information content by product type. Decision Support Systems, 79, 12-23.
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
