Pengaruh Online Customer Review dan Promotional Content pada Impulse Buying Produk Skincare The Originote di Platform Tiktok dengan Influencers sebagai Variabel Moderasi

Chamisyahuri Chamisyahuri; Bintoro Bagus Purmono; Arman Jaya; Nur Afifah; Harry Setiawan

doi:10.70716/pjmr.v1i3.199

Authors

Chamisyahuri Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura, Indonesia
Bintoro Bagus Purmono Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura, Indonesia
Arman Jaya Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura, Indonesia
Nur Afifah Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura, Indonesia
Harry Setiawan Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura, Indonesia

DOI:

https://doi.org/10.70716/pjmr.v1i3.199

Keywords:

Impulse Buying, Online Customer Review, Promotional content, Influencers

Abstract

The high public interest in skin care products has led to consumers facing various choices, encouraging manufacturers to innovate and promote their products, including through influencers. This study aims to evaluate the effect of online customer reviews and promotional content on impulse buying of The Originote products in Indonesia, with influencers as moderating variables. The focus of the study is Indonesian consumers aged 17 years and over who have purchased and tried The Originote products at least once. Data were collected through questionnaires from 205 respondents using purposive sampling techniques and analyzed using Structural Equation Modeling (SEM) with SmartPLS 4. The results showed that online customer reviews and promotional content have a positive and significant effect on impulse buying. However, influencers do not significantly moderate their relationship to impulse buying. This finding suggests that in digital marketing, trust in online customer reviews and the strength of promotional content are more effective in driving impulse buying than influencers. The practical implication of this research is the importance for businesses to focus marketing strategies on strengthening promotional content and online customer reviews

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