Publication Search

With the rapid development of Internet technology, many companies are now using the Internet as a major platform in their marketing strategy of skincare products, mainly through social media. The research aims to explore the factors that influence the intention of buying skincare products on the TikTok platform by considering the role of brand image as a moderation variable. The research method uses descriptive causality with a quantitative approach, and uses purposive sampling techniques. Primary data obtained from 267 respondents active TikTok users who were interested in skincare products and collected through online questionnaires. Data analysis is done using Structural Equation Modelling-Partial Least Square (SEM-PLS). Research findings show that social media marketing activities, online customer reviews, influencer endorsement, brand image can improve purchase intention, while price consciousness does not affect the purchase intent of skincare products on Tiktok platform. Implications, skincare manufacturers and marketers should pay attention to branding strategies on TikTok's platform to boost purchasing intentions. Further research is suggested to explore other factors that can influence the intention of buying skincare products in the digital age.

This study examines and analyzes the effect of online customer reviews, product quality and service quality simultaneously and partially on purchasing decisions. And knowing which variable is the most dominant in influencing purchasing decisions. The research approach used in this research is quantitative research. The criteria for selecting the sample in this study were those aged 17 and over who had bought and consumed Mie Gacoan for more than 6 months and were in the Bali region. Questionnaires were collected as many as 195 respondents, the data was then processed using multiple linear regression method. Based on the results of the analysis it is known that online customer review variables, product quality and service quality simultaneously have a positive effect on purchasing decisions. Partially online customer review variables, product quality and service quality have a positive effect on purchasing decisions. Furthermore, the results show that the online customer review variable is the most dominant variable influencing purchasing decisions

This research aims to find out whether online customer reviews influence online shop shopee purchasing decisions for students of SMK Negeri 1 Karanganyar, influencer marketing on online shop shopee purchasing decisions for students of SMK Negeri 1 Karanganyar, and website quality on online shop shopee purchasing decisions for students of SMK Negeri 1 Karanganyar. ; and to find out whether online customer reviews, influencer marketing, and website quality jointly influence the purchasing decisions of students at SMK Negeri 1 Karanganyar. This research uses quantitative techniques with correlational methods. The sample for this research was OTKP and MPLB students in classes X, XI and XII who had shopped via the Shopee application, totaling 140 students. The results of this research show that: 1) online customer reviews have a positive and significant influence on purchasing decisions as evidenced by the calculated t value (7.935) > t table (1.977) and a significance value of 0.000 < 0.05. 2) influencer marketing has a positive and significant influence on purchasing decisions as evidenced by the calculated t value (2.206) > t table (1.977) and a significance value of 0.009 < 0.05. 3) website quality has a positive and significant effect on purchasing decisions as evidenced by the calculated t value (4.097) > t table (1.977) and a significance value of 0.001 < 0.05. 4) there is a positive and significant influence between online customer reviews, influencer marketing, and website quality on purchasing decisions as evidenced by the value of Fcount (95.480) > Ftable (2.67) and a significance value of 0.000 < 0.05.

The development of information technology in a digital-based economy supports business actors in aspects of marketing, procurement, distribution, and consumer service. This research aims to determine the influence of price perceptions, online customer reviews, and promotions on purchasing decisions for Heylook Official Shop products on the Shopee marketplace. The population in the research is Heylook Official Shop consumers on the Shopee marketplace the number of which is unknown (infinite). The number of samples in this study was 97 respondents determined using the Lemeshow formula. The sampling technique in this research is non-probability sampling with a purposive sampling method. Data collection was carried out through a questionnaire applied on Google Forms, and measured using a Likert scale. Data analysis uses multiple linear regression with the help of SPSS version 26 software. The findings in this research show that price perceptions and promotions have a significant influence on purchasing decisions, while online customer reviews do not influence Heylook Official Shop Purchase Decisions in the Shopee marketplace. Companies are expected to maintain competitive prices and continue to carry out promotional activities effectively. Companies need to push consumers to provide reviews of the products they purchase so that they become input for other consumers and the company itself.

Before there is an interest in buying a product, consumers will first search for product information in various ways. One of them is by looking at review information on several social media, blogs, websites, and favorite influencers. This study aims to determine the effect of Beauty Influencers, Customer Reviews, and Customer Ratings on Interest in Buying Garnier skincare products. The population in this study are Belia Cosmetic consumers at Shopee. This study uses a quantitative approach. The data collection technique was carried out by distributing questionnaires to 100 respondents using a non-probability sampling method through a purposive sampling technique. The results of the study show that beauty influencers have no positive and significant effect on purchase intention. The results of the study show that customer reviews have a positive and significant effect on purchase intention. The results of the study show that customer ratings have a positive and significant effect on purchase intention. The results show that the variables beauty influencer, customer review, and customer rating have a positive and significant effect on the intention to buy Garnier skincare products.