The Influence of Influencer Marketing, Product Quality, and Online Customer Reviews on Purchasing Decisions for Skintific Products at Tiktokshop (Case Study on Students of Bahauddin Mudhary University Madura)

Abstract

This research aims to determine the influence of influencer marketing, product quality, and online customer reviews on purchasing decisions for skintific products at TikTokshop (case study of students at Bahauddin Mudhary University, Madura). The method used in this research is a survey method with a quantitative approach. The sampling technique used purposive sampling technique with a total sample of 97 respondents. The data analysis method used is multiple linear regression analysis with the help of SPSS version 25 software. The research results show that the influencer marketing variable partially does not have a significant influence on purchasing decisions. The product quality and online customer review variables partially have a positive and significant influence on purchasing decisions. Then simultaneously influencer marketing, product quality, and online customer reviews have a significant influence on purchasing decisions.