THE INFLUENCE OF INFLUENCER MARKETING, ONLINE CUSTOMER REVIEWS, AND LIVE STREAMING MARKETING ON SKINCARE PURCHASING DECISIONS AT TIKTOK SHOP FOR SANATA DHARMA UNIVERSITY STUDENTS.

Abstract

This study aims to determine the effect of influencer marketing, online customer reviews, and live streaming marketing on purchasing decisions for skincare products at TikTok Shop. This research uses a quantitative approach. The sampling technique used is non-probability sampling with the purposive sampling method. Sampling with a total of 100 respondents. The data collection technique was carried out by distributing questionnaires. Data analysis techniques using data analysis techniques Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Test, Simultaneous Test (F Test), Partial Test (T Test). The result of this study indicates that influencer marketing has an effect on purchasing decisions for skincare products. Online customer review affects the decision to purchase Skincare Products. Live Streaming Marketing has an effect on purchasing decisions for Skincare Products on TikTok Shop.