The impact of social media marketing (tiktok) and online customer reviews on product skincare purchase decisions
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Published:
Jun 30, 2025
Keywords:
Online Customer Review, Purchase Decisions, Social Media Marketing
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Articles
Statistics Article
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Abstract
This study examines the impact of TikTok-based social media marketing and online customer reviews on skincare product purchase decisions, focusing on Skintific as a case study among university students in South Sumatra. Guided by the Theory of Planned Behavior (TPB), this research explores how exposure to digital content and peer reviews influences consumer trust and behavioral intentions. Using a quantitative method, data were collected from 50 respondents through purposive sampling. The analysis involved multiple linear regression, t-test, and F-test. The results reveal that both TikTok marketing and online reviews significantly and positively affect purchase decisions. Social media marketing on TikTok increases product visibility and engagement, while online reviews enhance credibility and reduce perceived risk. Together, these variables explain 47.4% of the variation in purchase decisions. These findings emphasize the strategic importance of digital engagement and user-generated content in influencing consumer behavior in the skincare industry. The study offers insights for marketers seeking to leverage social media platforms to drive purchasing intent, particularly among younger demographics. Future research may explore additional influencing factors such as influencer credibility, product quality, and cross-platform effectiveness.
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How to Cite
Putri, P., Oktavianti, S., Haqiqi, T. M., Noprian, N., Rahmania, V., & Berlian, S. (2025). The impact of social media marketing (tiktok) and online customer reviews on product skincare purchase decisions. Indonesia Accounting Research Journal, 12(4), 174–183. https://doi.org/10.35335/iacrj.v12i4.459
References
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Arpaci, I. (2020). The Influence of Social Interactions and Subjective Norms on Social Media Postings. Journal of Information & Knowledge Management, 19(03), 2050023. https://doi.org/10.1142/S0219649220500239
Ajzen, I. (1985). Attitudes, Traits, and Actions: Dispositional Prediction of Behavior in Social Psychology. Advances in Experimental Social Psychology, Vol 20, 1-63.
Amelia, R. D., Michael, dan Mulyandi, M. R. (2021). Analisis Online Consumer Review Terhadap Keputusan Pembelian pada E-Commerce Kecantikan. Jurnal Indonesia Sosial Teknologi, Vol 2(2), 274–280.
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Hasanah, A., & Kosasih, K. (2022). Pengaruuh Online Customer Review Dan Promosi Menggunakan Aplikasi Titok Terhadap Keputusan Pembelian Produk Kecantikan Implora Pada Marketplace Shopee. Jurnal Ilmiah Wahana Pendidikan, 8(16), 103-114.
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Kevin, A., Wahab, Z., dan Shihab, M. S. (2020). The Impact of Online Consumer Reviews Dimension on Online Purchase Intentions In Tokopedia. Vol 10(1), 387–393.
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Kotler, P., dan Keller, K. (2012). Manajemen Pemasaran. Jakarta: Erlangga.
Le, L. H., & Ha, Q. A. (2021). Effects of negative reviews and managerial responses on consumer attitude and subsequent purchase behavior: An experimental design. Computers in Human Behavior, 124, 106912.
Mulyana, A., Vidiati, C., Danarahmanto, P. A., Agussalim, A., Apriani, W., Fiansi, F., ... & Martono, S. M. (2024). Metode penelitian kualitatif. Penerbit Widina.
Mokodompit, H. Y., Lapian, S. V. J., & Roring, F. (2022). Pengaruh online customer rating, sistem pembayaran cash on delivery dan online customer review terhadap keputusan pembelian di TikTok Shop (studi pada mahasiswa dan alumni Equil Choir FEB Unsrat). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 975-984.
Mandira, I. M., & Yulia Carey, K. (2023). Personal Branding di Media Sosial Tiktok. MBIA, 22(1), 65–74. https://doi.org/10.33557/mbia.v22i1.2064
Nabila, V. A., & Habib, M. A. F. (2023). Pengaruh content marketing aplikasi TikTok, online customer review, dan harga terhadap keputusan pembelian produk masker Camille Beauty. Jurnal Mirai Management, 8(2), 590-601.
Nassarudin, Wonua, A. R., & Ismanto. (2023). Pengaruh Social Media Marketing dan Online Customer Review Terhadap Keputusan Pembelian Scarlett Whitening Pada Mahasiswa Sembilan Belas November Kolaka. Jurnal Ekonomi Manajemen, Vol 9(1), 45-53.
Rahmayanti, S., & Dermawan, R. (2023). Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya. SEIKO: Journal of Management & Business, 6(1), 337-344.
Salsabilla, N., & Handayani, T. (2023). Pengaruh online customer review terjadap minat beli di sosial media tiktok. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1759-1769.
Sheren. (2023). Pengaruh Social Media Marketing Yang Dimediasi Oleh Online Review Customer Terhadap Keputusan Pembeliian Produk Ceriche Tableware. Jurnal Manajemen dan Start-Up Bisnis, Vol 8(6), 581-597.
Syafitri, D. S., & Ramdani, D. (2022). Pengaruh Social Media Marketing dan Online Customer Review Terhadap Minat Pembelian Pada Marketplace Lazada (Survey Pada Masyarakat di Kabupaten Karawang). Jurnal Ilmiah Wahana Pendidikan, Vol 8(14), 21-31.
Ayub, M. (2022). Dampak sosial media terhadap interaksi sosial pada remaja: Kajian sistematik. Jurnal Penelitian Bimbingan Dan Konseling, 7(1).
Abdillah, L. A. (2022). Peranan media sosial modern.
Ardianti, A. N., dan Widiartanto, M. A. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee. Jurnal Ilmu Administrasi Bisnis, Vol 8(2), 55-66.
Arpaci, I. (2020). The Influence of Social Interactions and Subjective Norms on Social Media Postings. Journal of Information & Knowledge Management, 19(03), 2050023. https://doi.org/10.1142/S0219649220500239
Ajzen, I. (1985). Attitudes, Traits, and Actions: Dispositional Prediction of Behavior in Social Psychology. Advances in Experimental Social Psychology, Vol 20, 1-63.
Amelia, R. D., Michael, dan Mulyandi, M. R. (2021). Analisis Online Consumer Review Terhadap Keputusan Pembelian pada E-Commerce Kecantikan. Jurnal Indonesia Sosial Teknologi, Vol 2(2), 274–280.
Dhahak, K., & Huseynoy, F. (2020). The Impact of Online Consumer Reviews (OCR) on Online Consumers Purchase Intentioon The Impact of Online Consumer Reviews (OCR) on Online Purchase Intention. Journal of Business Research. Vol 12 (2), 990-1005.
Dewa, C. B., & Safitri, L. A. (2021). Pemanfaatan Media Sosial Tiktok Sebagai Media Promosi Industri Kuliner Di Yogyakarta Pada Masa Pandemi Covid-19 (Studi Kasus Akun TikTok Javafoodie). Khasanah Ilmu - Jurnal Pariwisata Dan Budaya, 12(1). https://doi.org/10.31294/khi.v12i1.10132
Firdaus, A., & Jumhur, H. M. (2021). Pengaruh Social Media Marketing Melalui Instagram Terhadap Keputusan Pembelian Pada Aplikasi Tokopedia (Studi Kasus di Kota Depok. e-Proceeding of Management, Vol 8(6), 8090-81-4.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Harrigan, M., Feddema, K., Wang, S., Harrigan, P., & Diot, E. (2021). How trust leads to online purchase intention founded in perceived usefulness and peer communication. Journal of Consumer Behaviour, 20(5), 1297-1312.
Hidayat, M. S. (2021). Pengaruh Kualitas Produk, Harga, Lokasi, Promosi Dan Kualitas Layanan Terhadap Keputusan Pembelian Konsumen Coffee Shop Di Kota Gresik. Jurnal Performa: Jurnal Manajemen Dan Start-up Bisnis, 6(4), 360-369.
Hariyadi, R. A., Gunaningrat, R., dan Suyanto, A. (2022). Pengaruh Social Media Marketing, Citra Merek dan Word of Mouth Terhadap Keputusan Pembelian Pada Produk Kecantikan Somethinc. Jurnal Bismak, Vol 2(2), 8-17.
Hasanah, A., & Kosasih, K. (2022). Pengaruuh Online Customer Review Dan Promosi Menggunakan Aplikasi Titok Terhadap Keputusan Pembelian Produk Kecantikan Implora Pada Marketplace Shopee. Jurnal Ilmiah Wahana Pendidikan, 8(16), 103-114.
Indrawati., Yones, P. C. P., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174-184.
Kevin, A., Wahab, Z., dan Shihab, M. S. (2020). The Impact of Online Consumer Reviews Dimension on Online Purchase Intentions In Tokopedia. Vol 10(1), 387–393.
Kusuma, H., & Asmoro, W. K. (2020). Perkembangan Financial Technologi (Fintech) Berdasarkan Perspektif Ekonomi Islam. Journal of Islamic Economic Development, Vol 4(2), 141-163.
Kotler, P., dan Armstrong, G. (2016). Prinsip-Prinsip Pemasaran. Erlangga.
Kotler, P., dan Keller, K. (2012). Manajemen Pemasaran. Jakarta: Erlangga.
Le, L. H., & Ha, Q. A. (2021). Effects of negative reviews and managerial responses on consumer attitude and subsequent purchase behavior: An experimental design. Computers in Human Behavior, 124, 106912.
Mulyana, A., Vidiati, C., Danarahmanto, P. A., Agussalim, A., Apriani, W., Fiansi, F., ... & Martono, S. M. (2024). Metode penelitian kualitatif. Penerbit Widina.
Mokodompit, H. Y., Lapian, S. V. J., & Roring, F. (2022). Pengaruh online customer rating, sistem pembayaran cash on delivery dan online customer review terhadap keputusan pembelian di TikTok Shop (studi pada mahasiswa dan alumni Equil Choir FEB Unsrat). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 975-984.
Mandira, I. M., & Yulia Carey, K. (2023). Personal Branding di Media Sosial Tiktok. MBIA, 22(1), 65–74. https://doi.org/10.33557/mbia.v22i1.2064
Nabila, V. A., & Habib, M. A. F. (2023). Pengaruh content marketing aplikasi TikTok, online customer review, dan harga terhadap keputusan pembelian produk masker Camille Beauty. Jurnal Mirai Management, 8(2), 590-601.
Nassarudin, Wonua, A. R., & Ismanto. (2023). Pengaruh Social Media Marketing dan Online Customer Review Terhadap Keputusan Pembelian Scarlett Whitening Pada Mahasiswa Sembilan Belas November Kolaka. Jurnal Ekonomi Manajemen, Vol 9(1), 45-53.
Rahmayanti, S., & Dermawan, R. (2023). Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya. SEIKO: Journal of Management & Business, 6(1), 337-344.
Salsabilla, N., & Handayani, T. (2023). Pengaruh online customer review terjadap minat beli di sosial media tiktok. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1759-1769.
Sheren. (2023). Pengaruh Social Media Marketing Yang Dimediasi Oleh Online Review Customer Terhadap Keputusan Pembeliian Produk Ceriche Tableware. Jurnal Manajemen dan Start-Up Bisnis, Vol 8(6), 581-597.
Syafitri, D. S., & Ramdani, D. (2022). Pengaruh Social Media Marketing dan Online Customer Review Terhadap Minat Pembelian Pada Marketplace Lazada (Survey Pada Masyarakat di Kabupaten Karawang). Jurnal Ilmiah Wahana Pendidikan, Vol 8(14), 21-31.
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