PENGARUH CONTENT TIK-TOK MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP BUYING INTEREST SKINCARE CUSHION SKINTIFIC DIMEDIASI BRAND AWARENESS
Abstract
Adapun tujuannya dilakukan penelitian ini guna menganalisis pengaruh content TikTok marketing, online customer review, maupun brand awareness terhadap buying interest produk Skincare Cushion Skintific. Digunakannya pendekatan kuantitatif deskriptif sebagai metodenya dalam penelitian ini dengan populasi mencakup seluruh pengguna produk Skincare Cushion Skintific di Kalimantan Barat. Sampel penelitian berjumlah 200 responden yang dipilih melalui teknik purposive sampling, dengan kriteria demografis meliputi pria dan wanita berusia di atas 17 tahun yang pernah melakukan pembelian produk tersebut melalui platform TikTok. Pengumpulan data dilakukan dengan penyebaran kuesioner, melalui pengukuran jawaban responden menggunakan skala Likert. Analisis data dilakukan dengan Structural Equation Modeling (SEM) melalui software statistik AMOS 24. Perolehan pada temuan ini menegaskan bahwasanya : (1) Content TikTok marketing mempunyai pengaruhnya dengan positif maupun signifikan pada buying interest; (2) Online customer review mempunyai pengaruhnya dengan positif maupun signifikan pada buying interest; (3) Brand awareness mempunyai pengaruhnya dengan signifikan maupun positif pada buying interest; serta (4) Brand awareness berperan sebagai mediator dalam hubungan antara content TikTok marketing dan online customer review terhadap buying interest produk Skincare Cushion Skintific di Kalimantan Barat.
References
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Atsila, R. E., Siti Saroh, & Kristanto, D. (2020). Pengaruh Electronic word of mouth, Online Consumer Review, Dan Integrated Marketing Communication Di Media Sosial Terhadap Keputusan Pembelian (Studi Pada Konsumen Ghealshy Shoes). Jiagabi, 9(1), 35–42.
Boonsiritomachai, W., & Sud-On, P. (2020). Increasing purchase intention and word-of-mouth through hotel brand awareness. Tourism and Hospitality Management, 26(2), 265–289.
Choedon, T., & Lee, Y.-C. (2020). Knowledge Management Research.
Cristian Pondra, Abdul Basit Al Firdaus, Intan Nurlita Sari, & Agustina, A. (2024). Brand Awareness Mediation: Analysis of Online Customer Reviews and Influencer Marketing on Local Perfume Purchase Decisions in E-Commerce. International Journal Of Humanities Education and Social Sciences (IJHESS), 3(6), 2987–2999. https://doi.org/10.55227/ijhess.v3i6.1033
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Ibrahim, Ary Natalina, Agustina Nicke Kakiay, & S. P. (2023). PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PARFUM HMNS MELALUI E-COMMERCE. Jurnal Akuntansi Dan Manajemen Bisnis, 3(2), 81–94.
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Izza, A. M., Ardiansyah, M. N., Barkah, F., & Romdonny, J. (2024). Synergistic Effects of Content Marketing and Influencers Marketing on the Formation of Brand Awareness and Purchase Interest of TikTok Shop Users (Cirebon City Case Study). International Journal of Social Service and Research, 4(05), 1339–1347. https://doi.org/10.46799/ijssr.v4i05.781
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Jumali, Nurul & Mustaffa, N. (2024). DIGITAL MARKETING FEATURES IN TIK TOK INFLUENCE PURCHASE DECISION: A STUDY AMONG USIM STUDENTS. Al-i’lam. Journal of Contemporary Islamic Communication and Media, 3 no 2(90).
Khoirunisa, F. (2024). Pengaruh Customers Online Review , Customers Online Rating , dan Harga Produk terhadap Keputusan Pembelian Melalui Marketplace Shopee. 07, 456–469.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brands. Journal of Business Research, 65(10), 1480–1486.
Kim, K. H. (2021). Digital and social media marketing in global business environment. Journal of Business Research, 131, 627–629.
Komariyah, D. I. (2022). Pengaruh Online Customer Riview dan Rating Terhadap Minat Pembelian Online Shopee (Studi Kasus Pada Santri Putri Pondok Pesantren Salafiyah Syafi’ iyah Seblak Jombang). BIMA: Journal of Business and Innovation Management, 4(2), 343–358.
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Larasati, & Purmono, B. B. (2023). The Influence of Content Marketing, Online Customer Reviews, and Ratings on Purchase Intention through Brand Image as a Mediating Variable. JEMBA: Journal of Economics, Management, Business and Accounting, 1(3), 1–24. https://doi.org/10.54783/jemba.v1i3.15
Latifa, P., & Harimukti, W. (2016). Factors Influencing Cosmetics Purchase Intention in Indonesia Based on Online Review. Proceeding of ICEBESS.
Maharani, M. A., Utami, C. W., & Gosal, G. G. (2022). Pengaruh Online Review & Customer Experience Terhadap Brand Image & Purchase Intention Di Painterest. Performa, 6(6), 484–493. https://doi.org/10.37715/jp.v6i6.2151
Mahendra, F. Z., & Nugroho, D. A. (2021). PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PADA FAN APPAREL DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABLE MEDIASI (Studi pada Akun Instagram @authenticsid). Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 9(2).
Mulyati, Y., & Gesitera, G. (2020a). Pengaruh online customer review terhadap purchase intention dengan trust sebagai intervening pada toko online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 173–194.
Mulyati, Y., & Gesitera, G. (2020b). Pengaruh Online Customer Review terhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 173–194.
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Nguyen, H. N., & Yoo, D. (2023). Can Online Consumer Reviews Identify Key Evidence Regarding Common Consumer Choices for High-Tech Pet Products? Journal of Theoretical and Applied Electronic Commerce Research, 18(4), 1878–1900. https://doi.org/10.3390/jtaer18040095
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Putri, S. Y., Rahmidani, R., & Padang, U. N. (2024). Pengaruh Brand Awareness terhadap Keputusan Pembelian ( Studi Kasus pada Pengguna Pelembab Wajah Skintific di Kota Padang ). 8, 33751–33757.
Ramadhani, T., Budimansyah, B., & Sanjaya, Vi. F. (2021). PENGARUH RATING DAN ONLINE CONSUMER REVIEW TERHADAP MINAT BELI DENGAN KEPERCAYAAN SEBAGAI PEMEDIASI PADA MARKETPLACESHOPEE DALAM PERSFEKTIF EKONOMI ISLAM (Studi pada Mahasiswa Universitas Islam Negeri Raden Intan Lampung). REVENUE: Jurnal Manajemen Bisnis Islam, 2(2), 143–162. https://doi.org/10.24042/revenue.v2i2.9623
Rohman, S. M., & Hidayat, D. A. M. (2024). The Influence of Tiktok Content Marketing for Improving Brand Image and Brand Awareness on Purchase Decisions for Skintific Indonesia. International Journal of Economics, Business and Management Research, 08(02), 206–223. https://doi.org/10.51505/ijebmr.2024.8216
Sekaran, U. and Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. In John Wiley & Sons, Chichester, West Sussex: Vol. 7th ed.
Shadrina, R. N., & Sulistyanto, Y. (2022). Analisis Pengaruh Content Marketing, Influencer, dan Media Sosial Terhadap Keputusan Pembelian Konsumen (Studi Pada Pengguna Instagram dan Tiktok Di Kota Magelang).
smagilova, E., Slade, E.L., Rana, N.P., Dwivedi, Y. . (2020). The effect of electronic word of mouth communications on intention to buy. Ameta-Analysis. Inf. Syst. Front, 22(5), 1203–1226.
Sopia, S. S., & Muslichah, I. (2024). Effects of Social Media Marketing on Buying Interest. Jurnal Economic Resource, 7(1), 36–46. https://doi.org/10.57178/jer.v7i1.794
Wijaya, Mukhammad Handy dwi, and M. M. (2020). Konsumsi Media Sosial Bagi Kalangan Pelajar: Studi Pada Hyperrealitas Tik Tok. Jurnal Agama, Sosial, Dan Budaya, 3 (2).
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Abadi, A. P., & Fitri, R. (2023). Peran Citra Merek Sebagai Mediasi Electronic Word of Mouth Terhadap Minat Beli Skincare Avoskin. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 17(1), 20–29.
Adelia, R., &; Cahya, S. B. (2023). The Influence of Content Marketing and Brand Image on the Buying Interest of the Gedang Mafia in the City of Surabaya. Journal of Commerce Education, 11.
Almayani, R. N., & Graciafernandy, M. A. (2023). Pengaruh Online Customer Review , Online Customer Rating dan Online Promotion Terhadap Keputusan Pembelian Online Di Shopee. Jurnal Ekonomi & Manajemen, 5(1), 97–107.
Andita, F. D., & Hermawan, D. (2023). The role of product knowledge on purchase intention: Case study of agriculture biological product. International Journal on Social Science, Economics and Art, 12(4), 207–220.
Atsila, R. E., Saroh, S., Krisdianto, D., & Bisnis, J. A. (2020). Pengaruh Electronic Word of Mouth, Online Consumer Review, Dan Integrated Marketing Communication Di Media Sosial Terhadap Keputusan Pembelian (Studi Pada Konsumen Ghealshy Shoes). Jiagabi, 9(1), 35–42.
Atsila, R. E., Siti Saroh, & Kristanto, D. (2020). Pengaruh Electronic word of mouth, Online Consumer Review, Dan Integrated Marketing Communication Di Media Sosial Terhadap Keputusan Pembelian (Studi Pada Konsumen Ghealshy Shoes). Jiagabi, 9(1), 35–42.
Boonsiritomachai, W., & Sud-On, P. (2020). Increasing purchase intention and word-of-mouth through hotel brand awareness. Tourism and Hospitality Management, 26(2), 265–289.
Choedon, T., & Lee, Y.-C. (2020). Knowledge Management Research.
Cristian Pondra, Abdul Basit Al Firdaus, Intan Nurlita Sari, & Agustina, A. (2024). Brand Awareness Mediation: Analysis of Online Customer Reviews and Influencer Marketing on Local Perfume Purchase Decisions in E-Commerce. International Journal Of Humanities Education and Social Sciences (IJHESS), 3(6), 2987–2999. https://doi.org/10.55227/ijhess.v3i6.1033
Daulay, N. (2020). Pengaruh Online Consumer Review dan Online Consumer Rating terhadap Keputusan Pembelian Melalui Marketplace Shopee.
Gisha, N., & Malinda, M. (2023). The role of content marketing on TikTok in increasing sales. The 2nd International Conference on Education Innovation and Social Science, 324–330.
Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., Danks, N.P., & Ray, S. (2021). (2021). An introduction to structural equation modeling. In Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Cham: Springer. https://doi/10.1007/978-3-030-80519-7_1.
Handley, A. (2022). Everybody writes: Your new and improved go-to guide to creating ridiculously good content.
Hariyanti, S. (2022). Pemanfaatan Media Sosial Tiktok Sebagai Sarana Promosi Kripik Jamur Tiram. Journal of Management and Sharia Business, 2 (2), 126–145.
Hariyanto, H. T., & Trisunarno, L. (2020). Analisis Pengaruh Online Customer Review, Online Customer Rating, dan Star Seller Terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian Pada Toko Online di Shopee. Jurnal Teknik ITS, 4(2), 234–239.
Herliani, A., & Hegiarto, A. S. (2024). The Influence of Brand Awareness Advertising on Instagram on Interest in Purchasing Azarine Products. International Journal Of Education, Social Studies, And Management (IJESSM), 4(2), 423–434. https://doi.org/10.52121/ijessm.v4i2.272
Ibrahim, Ary Natalina, Agustina Nicke Kakiay, & S. P. (2023). PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PARFUM HMNS MELALUI E-COMMERCE. Jurnal Akuntansi Dan Manajemen Bisnis, 3(2), 81–94.
Ijan, M. C., & Ellyawati, J. (2023). The Influence of Content Marketing and e-WOM on Purchase Decisions in TikTok Social Media.
Iqbal, A., Aslam, S., Jalali, WUB, Saboor, A., & Haider, W. (2023). Unveiling the Power of Influencer Marketing: A Systematic review of Influencer Marketing Antecedents, Outcomes, Theoretical Framework and the Future Research Directions. Research Journal for Societal Issues, 5(2), 362–395.
Izza, A. M., Ardiansyah, M. N., Barkah, F., & Romdonny, J. (2024). Synergistic Effects of Content Marketing and Influencers Marketing on the Formation of Brand Awareness and Purchase Interest of TikTok Shop Users (Cirebon City Case Study). International Journal of Social Service and Research, 4(05), 1339–1347. https://doi.org/10.46799/ijssr.v4i05.781
Jamilah, S., & Adji Kusuma, K. (2023). Pengaruh Content Marketing, Citra Merek dan Online Consumer Review Terhadap Keputusan Pembelian Pada Tiktok Shop. Jurnal Arsip UMSIDA, 1(2), 1–17. https://doi.org/10.21070/ups.3925
Jumali, Nurul & Mustaffa, N. (2024). DIGITAL MARKETING FEATURES IN TIK TOK INFLUENCE PURCHASE DECISION: A STUDY AMONG USIM STUDENTS. Al-i’lam. Journal of Contemporary Islamic Communication and Media, 3 no 2(90).
Khoirunisa, F. (2024). Pengaruh Customers Online Review , Customers Online Rating , dan Harga Produk terhadap Keputusan Pembelian Melalui Marketplace Shopee. 07, 456–469.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brands. Journal of Business Research, 65(10), 1480–1486.
Kim, K. H. (2021). Digital and social media marketing in global business environment. Journal of Business Research, 131, 627–629.
Komariyah, D. I. (2022). Pengaruh Online Customer Riview dan Rating Terhadap Minat Pembelian Online Shopee (Studi Kasus Pada Santri Putri Pondok Pesantren Salafiyah Syafi’ iyah Seblak Jombang). BIMA: Journal of Business and Innovation Management, 4(2), 343–358.
Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th ed).
Larasati, & Purmono, B. B. (2023). The Influence of Content Marketing, Online Customer Reviews, and Ratings on Purchase Intention through Brand Image as a Mediating Variable. JEMBA: Journal of Economics, Management, Business and Accounting, 1(3), 1–24. https://doi.org/10.54783/jemba.v1i3.15
Latifa, P., & Harimukti, W. (2016). Factors Influencing Cosmetics Purchase Intention in Indonesia Based on Online Review. Proceeding of ICEBESS.
Maharani, M. A., Utami, C. W., & Gosal, G. G. (2022). Pengaruh Online Review & Customer Experience Terhadap Brand Image & Purchase Intention Di Painterest. Performa, 6(6), 484–493. https://doi.org/10.37715/jp.v6i6.2151
Mahendra, F. Z., & Nugroho, D. A. (2021). PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PADA FAN APPAREL DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABLE MEDIASI (Studi pada Akun Instagram @authenticsid). Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 9(2).
Mulyati, Y., & Gesitera, G. (2020a). Pengaruh online customer review terhadap purchase intention dengan trust sebagai intervening pada toko online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 173–194.
Mulyati, Y., & Gesitera, G. (2020b). Pengaruh Online Customer Review terhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 173–194.
Natalina, A., Kakiay, A. N., & Purwaningrum, S. (2023). PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PARFUM HMNS MELALUI E-COMMERCE. Jurnal Akuntansi Dan Manajemen Bisnis, 3(2), 81–94.
Nguyen, H. N., & Yoo, D. (2023). Can Online Consumer Reviews Identify Key Evidence Regarding Common Consumer Choices for High-Tech Pet Products? Journal of Theoretical and Applied Electronic Commerce Research, 18(4), 1878–1900. https://doi.org/10.3390/jtaer18040095
Permata, M., Kurniawan, B., & Setyorini, N. (2023). Pengaruh Brand Awareness Terhadap Purchase Decision Pada Marketplace Tokopedia. Jurnal Ilmiah Manajemen Bisnis Dan Ekonomi Kreatif, 2(2), 16–23.
Putra, A. P. (2023). Analisis E-Marketing, Promosi, dan Inovasi terhadap Brand Awareness serta Pengaruhnya terhaap Keputusan Pembelian (Kota Denpasar). Jurnal Ecoment Global, 8(1).
Putri, S. Y., Rahmidani, R., & Padang, U. N. (2024). Pengaruh Brand Awareness terhadap Keputusan Pembelian ( Studi Kasus pada Pengguna Pelembab Wajah Skintific di Kota Padang ). 8, 33751–33757.
Ramadhani, T., Budimansyah, B., & Sanjaya, Vi. F. (2021). PENGARUH RATING DAN ONLINE CONSUMER REVIEW TERHADAP MINAT BELI DENGAN KEPERCAYAAN SEBAGAI PEMEDIASI PADA MARKETPLACESHOPEE DALAM PERSFEKTIF EKONOMI ISLAM (Studi pada Mahasiswa Universitas Islam Negeri Raden Intan Lampung). REVENUE: Jurnal Manajemen Bisnis Islam, 2(2), 143–162. https://doi.org/10.24042/revenue.v2i2.9623
Rohman, S. M., & Hidayat, D. A. M. (2024). The Influence of Tiktok Content Marketing for Improving Brand Image and Brand Awareness on Purchase Decisions for Skintific Indonesia. International Journal of Economics, Business and Management Research, 08(02), 206–223. https://doi.org/10.51505/ijebmr.2024.8216
Sekaran, U. and Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. In John Wiley & Sons, Chichester, West Sussex: Vol. 7th ed.
Shadrina, R. N., & Sulistyanto, Y. (2022). Analisis Pengaruh Content Marketing, Influencer, dan Media Sosial Terhadap Keputusan Pembelian Konsumen (Studi Pada Pengguna Instagram dan Tiktok Di Kota Magelang).
smagilova, E., Slade, E.L., Rana, N.P., Dwivedi, Y. . (2020). The effect of electronic word of mouth communications on intention to buy. Ameta-Analysis. Inf. Syst. Front, 22(5), 1203–1226.
Sopia, S. S., & Muslichah, I. (2024). Effects of Social Media Marketing on Buying Interest. Jurnal Economic Resource, 7(1), 36–46. https://doi.org/10.57178/jer.v7i1.794
Wijaya, Mukhammad Handy dwi, and M. M. (2020). Konsumsi Media Sosial Bagi Kalangan Pelajar: Studi Pada Hyperrealitas Tik Tok. Jurnal Agama, Sosial, Dan Budaya, 3 (2).
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2025-06-20
How to Cite
Purwanti, D., Ulan, U., Listiana, E., & Ramadania, R. (2025). PENGARUH CONTENT TIK-TOK MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP BUYING INTEREST SKINCARE CUSHION SKINTIFIC DIMEDIASI BRAND AWARENESS. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 684-699. https://doi.org/10.31955/mea.v9i2.5675
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