PENGARUH ONLINE CUSTOMER REVIEW DAN CONTENT MARKETING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUNSCREEN AZARINE

THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND TIKTOK CONTENT MARKETING ON DECISIONS TO PURCHASE AZARINE SUNSCREEN PRODUCTS

Authors

  • Annasari Pohan Universitas Medan Area Author
  • Siti Alhamra Salqaura Universitas Medan Area Author
  • Haryaji Catur Putera Hasman Universitas Medan Area Author

Keywords:

online customer review, content marketing, purchasing decisions

Abstract

This study aims to determine and analyze the effect of online customer reviews and TikTok content marketing on purchasing decisions for Azarine sunscreen products in Medan Sunggal District. The population in this study were the people of Medan Sunggal District who had bought Azarine sunscreen products. The sample selection in this study was based on the calculations put forward by Slovin so that the sample obtained was 100 respondents. This research is quantitative research. The data analysis method used is descriptive statistics, validity test, reliability test, classical assumption test, multiple linear regression test, hypothesis testing and coefficient of determination. The results showed that simultaneously online customer review and content marketing have a positive and significant effect on purchasing decisions. Partially, both online customer reviews and content marketing have a positive and significant effect on purchasing decisions.

Downloads

Published

2024-03-30

Issue

Vol. 1 No. 1 (2024): GENUNG: Entrepreneurship, Management, And Business Journal

Section

Articles

How to Cite

PENGARUH ONLINE CUSTOMER REVIEW DAN CONTENT MARKETING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUNSCREEN AZARINE: THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND TIKTOK CONTENT MARKETING ON DECISIONS TO PURCHASE AZARINE SUNSCREEN PRODUCTS. (2024). GENUNG: Entrepreneurship, Management, and Business Journal, 1(1), 1-12. https://ejournal.genungmentorshipgroup.com/index.php/gembj/article/view/5