Pengaruh Digital Marketing, Live Streaming, Influancer, Dan Online Customer Review Terhadap Purchase Decision Di Tiktokshop Produk Skintific

RR Rhadiana TBP, Yohan Wismantoro, Vincent Didiek Wiet Aryanto, Guruh Taufan H

Abstract


Transformasi digital telah mengubah cara konsumen berinteraksi dengan produk dan layanan. Salah satu fenomena terkini adalah meningkatnya penggunaan TikTok Shop sebagai platform e-commerce, terutama untuk produk perawatan kulit seperti Skintific. Penelitian ini menggali pengaruh empat aspek utama digital marketing, live streaming, influencer marketing, dan ulasan pelanggan daring terhadap keputusan pembelian. Data dikumpulkan melalui survei terhadap 100 responden yang aktif menggunakan TikTok Shop dan produk Skintific. Analisis regresi linier berganda menunjukkan bahwa digital marketing memberikan pengaruh positif dan signifikan terhadap keputusan pembelian, menekankan pentingnya strategi pemasaran berbasis teknologi dalam memikat konsumen. Influencer marketing juga memiliki pengaruh signifikan, menegaskan bahwa kepercayaan dan kredibilitas influencer dapat memengaruhi minat beli konsumen. Sementara itu, ulasan pelanggan daring secara signifikan membantu konsumen dalam mengevaluasi produk, memperkuat keputusan pembelian. Namun, live streaming, meskipun populer, tidak memberikan pengaruh signifikan dalam konteks ini. Hasil ini memberikan wawasan penting bagi pelaku bisnis dalam merancang strategi pemasaran yang efektif di platform media sosial, khususnya TikTok Shop.
Kata Kunci: Digital Marketing, Live Streaming, Influencer Marketing, Online Customer Review, Keputusan Pembelian.

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DOI: https://doi.org/10.37531/sejaman.v8i1.8367

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