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Pengaruh Content Marketing, Citra Merek, dan Customer Review Online terhadap Keputusan Pembelian Produk Skincare Wardah di platform TikTok

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"Goal: This research aims to determine the level of purchasing decisions for Wardah
skincare products on TikTok Shop using the variables of Content Marketing, Brand
Image, and Online Customer Reviews. This study will specifically focus on female
students in Bogor Regency.
Method: This study uses a descriptive quantitative approach with Partial Least
Square – Structural Equation Modeling (PLS-SEM) analysis techniques. The
sampling method employed is Purposive Sampling by distributing questionnaires
online and in a closed manner through the Google Forms platform in Bogor
Regency.
Fact/Finding: The research in I shows that (1) the Content Marketing variable has
no significant effect on purchasing decisions. (2) Brand Image has a significant
positive effect on purchasing decisions. (3) Online Customer Reviews have a
significant effect on purchasing decisions."

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Availability

Detail Information

Series Title

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Call Number

REF 658.8343 ISN p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.21101.01074

Classification

658.8343

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Brand Image
Content Marketing
Purchase Decision
Online Customer Reviews

Specific Detail Info

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Statement of Responsibility

Frida Isnani

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