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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh content marketing, influencer, dan online customer review terhadap keputusan pembelian produk Glad2Glow di TikTokShop. Latar belakang penelitian ini didasari oleh pesatnya perkembangan social commerce, khususnya TikTokShop, yang menjadi platform penting dalam promosi dan distribusi produk skincare di Indonesia, terutama di kalangan generasi Z. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden aktif pengguna TikTok di wilayah Surakarta yang telah melakukan pembelian produk Glad2Glow. Teknik penentuan sampel yang digunakan adalah purposive sampling, yaitu teknik pengambilan sampel secara sengaja berdasarkan kriteria tertentu yang ditetapkan oleh peneliti. Teknik ini dipilih karena penelitian memerlukan responden dengan karakteristik spesifik yang relevan, yaitu pengguna aktif TikTok yang berdomisili di Surakarta dan telah melakukan pembelian produk Glad2Glow, sehingga data yang diperoleh lebih tepat sasaran dan sesuai dengan tujuan penelitian. Teknik analisis data yang digunakan meliputi analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi dengan bantuan software SPSS. Hasil penelitian menunjukkan bahwa ketiga variabel independen, yaitu content marketing, influencer, dan online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian secara parsial maupun simultan. Online customer review merupakan variabel yang paling dominan memengaruhi keputusan pembelian dengan nilai koefisien tertinggi. Nilai Adjusted R Square sebesar 0,754 menunjukkan bahwa 75,4% variasi keputusan pembelian dapat dijelaskan oleh ketiga variabel tersebut. Penelitian ini menggunakan teori Stimulus-Organism-Response (S-O-R) sebagai landasan teoritis, di mana ketiga variabel independen bertindak sebagai stimulus yang memengaruhi keputusan konsumen (respons) melalui proses internal individu (organism). Implikasi praktis dari penelitian ini adalah memberikan wawasan kepada pelaku usaha mengenai pentingnya mengoptimalkan content marketing, pemanfaatan influencer, dan online customer review sebagai strategi untuk mendorong keputusan pembelian konsumen secara digital.

Keywords

Content Marketing Influencer Online Customer Review Keputusan Pembelian TikTokShop Generasi Z

Article Details

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How to Cite
Fitriawati, V., & Muanas, A. (2025). Pengaruh Content Marketing, Influencer, dan Online Customer Review Terhadap Keputusan Pembelian Produk Glad2Glow di Tiktokshop. Paradoks : Jurnal Ilmu Ekonomi, 8(3), 808–823. https://doi.org/10.57178/paradoks.v8i3.1410
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