Effect of Brand Awareness, Celebrity Endorsements, and Online Customer Reviews on Women's Choice to Purchase Skincare Products on TikTok: Study of Gen Z Women in Bandar Lampung

Merliana Pratiwi; Ahmad Rifa'i; Deddy Aprilani

doi:10.59653/jbmed.v3i02.1725

Authors

Merliana Pratiwi Lampung University, Indonesia
Ahmad Rifa'i Lampung University, Indonesia
Deddy Aprilani Lampung University, Indonesia

DOI:

https://doi.org/10.59653/jbmed.v3i02.1725

Keywords:

Brand Awareness, celebrity endorsement, online customer review, purchase decision

Abstract

The marketing industry has changed as a result of the quick advancement of digital technology, and TikTok is now utilized as an efficient marketing tool in addition to being an entertainment platform. Additionally, TikTok serves as a platform for brand-consumer connection as they look for information and make judgments about what to buy. This study is to investigate how women's skincare shopping decisions on TikTok are influenced by brand awareness, celebrity endorsements, and online customer evaluations, with a particular focus on Gen Z women in Bandar Lampung. All Bandar Lampung City Gen Z women who have purchased Skintific skincare items on TikTok at least once make up the study's population. The study uses a quantitative framework and explanatory methodologies. The samples were selected using purposeful sampling, and the sampling process was conducted using accidental sampling. 97 participants were given questionnaires as part of the data collection process. Among the data analysis techniques used are the validity test, reliability test, multiple linear regression analysis, classical assumption test, and hypothesis test. The data was statistically descriptively analyzed using SPSS software version 27. The results show that, when taken into account separately, brand awareness, celebrity endorsements, and online customer reviews all significantly and favorably influence purchasing decisions. When taken as a whole, these three elements have a favorable and substantial impact on purchasing decisions.

Downloads

Download data is not yet available.

References

Aaker, D. A. (2008). Manajemen Ekuitas Merek: Memanfaatkan Nilai dari suatu Merek. Penerbit Mitra Utama.

Algiffary, M. A., Wahab, Z., Shihab, M. S., & Widiyanti, M. (2020). Pengaruh Celebrity Endorser, Online Advertising dan Word of Mouth terhadap Minat Beli Konsumen pada E-Commerce Tokopedia. AMAR (Andalas Management Review), 4(2), 16–31. https://doi.org/10.25077/amar.4.2.16-31.2020

Ardianti, A. N., & Widiartanto, M. A. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee . Jurnal Ilmu Administrasi Bisnis, 1–11.

Compas.co.id. (2024). Compas Market Insight Dashboard: Tren Penjualan Kategori Paket Kecantikan pada Periode Q1 2024 - Compas. Compas.Co.Id. website: https://compas.co.id/article/tren-penjualan-paket-kecantikan-periode-q1-2024/

Daffaputra, I., Fauziyah, A., & Yusup, I. (2023). SEIKO : Journal of Management & Business Analisis Online Customer Review dan Promosi Terhadap Keputusan Pembelian Produk Nouve Indonesia Pada Ecommerce Shopee. SEIKO : Journal of Management & Business, 6(2), 215–135.

Databoks.katadata.co.id. (2024). Barang-barang yang Paling Banyak Dibeli Online Gen Z dan Milenial Indonesia. website: https://databoks.katadata.co.id/datapublish/2024/06/08/

barang-barang-yang-paling-banyak-dibeli-online-gen-z-dan-milenial-indonesia

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), 65–71. https://doi.org/10.31294/khi.v12i1.10132

Hayati, S. C., & Sudradjat, R. H. (2022). Pemanfaatan Tik Tok Sebagai Platform Digital Marketing dalam Upaya Peningkatan Brand Awareness Butik Aishable. SEIKO : Journal of Management & Business, 4(3), 415–426. https://doi.org/10.37531/sejaman.v4i3.2785

Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition. In Pearson Education. https://doi.org/10.4324/9781003170891-10

Kotler, P., Kevin, K., & Chernev, A. (2022). Marketing Management. In Pearson Education Limited (16th ed.).

Lestari, M., & Wahyono. (2021). The Influence of Celebrity Endorser and Online Promotion on Purchase Decision Through Brand Image Article Information. Management Analysis Journal, 198–211. https://journal.unnes.ac.id/sju/index.php/maj/article/view/45545

Maulida, S. R., & Pusvita Yuana, S. . M. S. (2023). Pengaruh Brand Image, Celebrity Endorser Dan Online Customer Review Terhadap Keputusan Pembelian Produk Skintific Pada Aplikasi Tiktok Shop. 03(2), 300–311. http://repository.ub.ac.id/id/eprint/208415/

Muchlishoh, Z. (2023). Pengaruh Labeling “Tasya Farasya Approved” Terhadap Minat Beli Produk Somethinc Calm Down Moisturizer Di E-Commerce (Pada Mahasiswi Ilmu Komunikasi Universitas Yudharta Pasuruan). 4(9).

Noviana, Y., Kharisma, Dewi, S., Reni, & Endang Prihatini, A. (2023). The Influence of Social Media Promotions and Online Customer Reviews on Purchasing Decisions on the Shopee Marketplace through Purchase Intention as a Mediating Variable (Study on Active Students of Diponegoro University). International Journal of Multidisciplinary Research and Publications (IJMRAP), 5(11), 68–75.

Purwanto, A., & Praditya, R. (2024). The Role of Viral Marketing, Brand Image and Brand Awareness on Purchasing Decisions. PROFESOR : Professional Education Studies and Operations Research, 1(01), 11–15. https://doi.org/10.7777/nr27d428

Ramadhana, R., & Nicky, M. F. (2022). Pengaruh Online Customer Review Terhadap Keputusan Pembelian Pada Marketplace Shopee: Influence Of Online Customer Review On Purchase Decisions On The Marketplace. Prospek, 1(1), 157–166. https://ojs.mahadewa.ac.id/index.php/prospek/article/view/1741

Sangadji, F. A. P., Fitri, A. C. S., Sitanggang, D. A., Hidayat, R., & Ikaningtyas, M. (2024). Peran Media Sosial Tiktok Sebagai Platform untuk Pengembangan Bisnis di Era Digital. KARYA : Jurnal Pengabdian Kepada Masyarakat, 4(1), 1–7.

Sari, S., Syamsuddin, & Syahrul. (2021). Analisis Brand Awareness Dan Pengaruhnya Terhadap Buying Decision Mobil Toyota Calya Di Makassar. Journal of Business Administration (JBA), 1(1), 37. https://doi.org/10.31963/jba.v1i1.2678

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. In Wiley (Vol. 34, Issue 7). https://doi.org/10.1108/lodj-06-2013-0079

Shimp, T. A., & Andrews, J. C. (2013). Advertising, Promotion and Other aspects of Integrated Marketing Communications. Cengage Learning, 9, 614.

Solomon, M. R., & Russell, C. A. (2024). Consumer Behavior: Buying, Having, and Being. In Pearson Education India (14th ed., Vol. 27, Issue 23). Hoboken: Pearson Education. http://www.pearsonmylabandmastering.com

Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Bandung: ALFABETA.

Tjiptono, F. (2019). Strategi Pemasaran Edisi III. Penerbit Andi, Yogyakarta.

Wachyuni, S. S., & Priyambodo, T. K. (2020). The Influence of Celebrity Endorsement in Restaurant Product Purchase Decisions Making. International Journal of Management, Innovation & Entrepreneurial Research, 6(2), 45–54. https://doi.org/10.18510/ijmier.2020.625

Welsa, H., Dwi Cahyani, P., & Meidyansyah, F. (2022). Pengaruh Sosial Media Marketing dan Kualitas Layanan terhadap Keputusan Pembelian Melalui Minat Beli Konsumen sebagai Variabel Intervening. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(3), 1026–1036. https://doi.org/10.47467/alkharaj.v5i3.1471

Zulfah, S., Trimana, & Mulyadi, U. (2023). Pengaruh Pemasaran Interaktif Produk Skintific Melalui Fitur Tiktok Shop Terhadap Kedaran Merek Dan Keputusan Pembelian Pada Konsumen di Kota Semarang. Jurnal Ilmiah Sultan Agung, 2(1), 636–645. http://repository.unissula.ac.id/id/eprint/28305