PERAN CONTENT MARKETING DAN E-WOM DALAM MENDORONG KEPUTUSAN PEMBELIAN SKINTIFIC DI TIKTOK SHOP

Pinkan Adelian; Aurel Julia Altha; Lilis Novita Sari; Widaring Ayu Alifia; Anggalia Wibasuri

doi:10.36448/jmb.v17i1.5088

PERAN CONTENT MARKETING DAN E-WOM DALAM MENDORONG KEPUTUSAN PEMBELIAN SKINTIFIC DI TIKTOK SHOP

Pinkan Adelian, Aurel Julia Altha, Lilis Novita Sari, Widaring Ayu Alifia, Anggalia Wibasuri

Abstract

Perkembangan social commerce telah mengubah cara konsumen mencari informasi dan menentukan keputusan pembelian, dan TikTok Shop memungkinkan merek skincare memanfaatkan konten digital serta informasi dari konsumen sebagai instrumen pemasaran. Penelitian ini bertujuan mengetahui pengaruh Content Marketing dan Electronic Word of Mouth (E-WOM) terhadap keputusan pembelian produk Skintific pada TikTok Shop di Bandar Lampung. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif. Data primer diperoleh melalui kuesioner dari 100 responden yang pernah membeli produk Skintific di TikTok Shop dan dianalisis dengan regresi linear berganda menggunakan SPSS 26. Hasil penelitian menunjukkan bahwa Content Marketing dan Electronic Word of Mouth (E-WOM) masing-masing berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, kedua variabel berpengaruh signifikan. Disimpulkan bahwa pemasaran berbasis konten dan komunikasi antar konsumen sama-sama berkontribusi terhadap keputusan pembelian Skintific di TikTok Shop.

Keywords

Content Marketing, Electronic Word of Mouth, Keputusan Pembelian, TikTok Shop, Skintific

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DOI: http://dx.doi.org/10.36448/jmb.v17i1.5088