Pengaruh On Line Customer Review dan Content Marketing Terhadap Keputusan Pembelian pada Produk Skincare HALLOCA di Tiktok Shop

Abstract

This study aims to analyze the effect of online customer reviews and content marketing strategies on purchasing decisions for Halloca skincare products on the TikTok Shop platform. The increasing use of TikTok Shop as a social media and e-commerce platform provides an opportunity for skincare brands to increase product visibility and sales through consumer reviews and content marketing. This research method is descriptive quantitative, with data collected through questionnaires distributed to 100 respondents who meet the criteria of Halloca product users at TikTok Shop. The results show that both online consumer reviews and content marketing have a significant influence on purchasing decisions, where consumer reviews provide credibility and trust, while content marketing attracts attention and strengthens consumer engagement with the product. Based on these findings, this study suggests that skincare brands like Halloca utilize both elements in their digital marketing strategy. By improving the quality of consumer reviews and creating creative and engaging marketing content on platforms like TikTok, brands can strengthen their visibility and increase sales.