Pengaruh Content Marketing, Influencer, dan Review terhadap Keputusan Impulse Buying Poduk Skintific pada Pengguna Tiktok Shop

Nurhasanah, Amelia (2026) Pengaruh Content Marketing, Influencer, dan Review terhadap Keputusan Impulse Buying Poduk Skintific pada Pengguna Tiktok Shop. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of Content Marketing, Influencers, and Reviews on Impulse Buying Decisions for Skintific products among TikTok Shop users. This research employed a quantitative research design using a survey method. The population of this study consisted of TikTok Shop users in Indonesia. The sample consisted of 100 respondents selected using a purposive sampling technique using Slovin's formula. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-tests), simultaneous tests (F-tests), and the coefficient of determination (R²) test with the assistance of IBM SPSS Statistics version 27. The main criteria for the respondents were members of Generation Z (born between 1997 and 2012), active TikTok Shop users for at least the last three months, individuals who had purchased Skintific products at least once, and those who had been exposed to Skintific's content marketing, influencer promotions, or product reviews on TikTok Shop. The results indicate that Content Marketing has a positive and significant effect on Impulse Buying Decisions, with a regression coefficient of 0.337 and a t-value of 5.773. Influencers also have a positive and significant effect, with a regression coefficient of 0.136 and a t-value of 4.377. Likewise, Reviews have a positive and significant effect, with a regression coefficient of 0.239 and a t-value of 5.686. Simultaneously, Content Marketing, Influencers, and Reviews have a significant effect on Impulse Buying Decisions, with an F-value of 65.528. The coefficient of determination (R²) of 0.672 indicates that 67.2% of the variation in Impulse Buying Decisions can be explained by the three independent variables, while the remaining 32.8% is influenced by other factors outside the scope of this study. Therefore, it can be concluded that Content Marketing, Influencers, and Reviews have a positive and significant influence on Impulse Buying Decisions for Skintific products among TikTok Shop users.

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