The Influence of TikTok Content User Interaction, e-WOM, and Influencer Marketing on Purchase Decisions for Skincare Products of PT X in Malang City

Ida Bagus Wily Putra Abhirama; Sri Indriani; Nur Adilla

doi:10.55606/jaemb.v6i3.10814

Authors

Ida Bagus Wily Putra Abhirama Institut Teknologi Nasional Malang
Sri Indriani Institut Teknologi Nasional Malang
Nur Adilla Institut Teknologi Nasional Malang

DOI:

https://doi.org/10.55606/jaemb.v6i3.10814

Keywords:

e-WOM, Influencer Marketing, Purchase Decision, Skincare, TikTok

Abstract

Purpose: The development of social media has transformed how consumers seek information and make purchasing decisions, particularly for skincare products that require a high level of trust. Digital content on TikTok, user reviews, and influencer recommendations serve as marketing stimuli capable of shaping consumer awareness, curiosity, and desire for a product. This study aims to examine the influence of user interaction on TikTok content, electronic word of mouth (e-WOM), and influencer marketing on the purchase decisions of skincare products of PT X in Malang City. Research Methodology: This research uses a quantitative associative method with a survey method involving 100 TikTok user respondents in Malang City. Data were collected via online questionnaires and analyzed using multiple linear regression, including validity, reliability, classic assumption tests, t-tests, and F-tests to evaluate partial and simultaneous effects between variables. Results: The findings indicate that user interaction on TikTok content, e-WOM, and influencer marketing have a positive and significant impact on purchase decisions, both partially and simultaneously, with an adjusted R² value of 0.707. Conclusions: These results demonstrate that user engagement, information credibility, and social influence play a crucial role in driving skincare product purchase decisions in the digital marketing era.

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