THE IMPACT OF MARKETING CONTENT AND MARKETING INFLUENCERS ON SKINCARE PRODUCT PURCHASE DECISIONS THROUGH SOCIAL MEDIA AND ITS IMPLICATIONS ON ONLINE CUSTOMER REVIEWS

ADE MAYANG PUTRI RAMBE, NPM 2101100003 (2025) THE IMPACT OF MARKETING CONTENT AND MARKETING INFLUENCERS ON SKINCARE PRODUCT PURCHASE DECISIONS THROUGH SOCIAL MEDIA AND ITS IMPLICATIONS ON ONLINE CUSTOMER REVIEWS. Tugas_Akhir(Artikel) Proceedings of International Business and Economic Conference (IBEC), 3 (1). pp. 436-451.

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Abstract

This study aims to determine the influence of Marketing Content and Marketing Influencer variables on the purchase decision of skincare products through social media and its implications on online customer reviews. The population in this study is the people of Labuhanbatu Regency. The number of samples in this study was 200 respondents. Statistical testing and data processing are carried out using SmartPLS. The results of the study showed that 1) the marketing content variable (X1) had a positive and significant effect on the purchase decision (Y) of skincare products through social media, 2) The marketing influencer variable (X2) had a positive and significant effect on the purchase decision (Y) of skincare products through social media, 3) The purchase decision variable (Y) had a positive and significant effect on online customer reviews (Z) of skincare products through social media. Keywords : Content Marketing, Influencers Marketing, Purchase Decisions, Online Customer Reviews

Item Type: Article
Uncontrolled Keywords: Content Marketing, Influencers Marketing, Purchase Decisions, Online Customer Reviews
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with email repository@ulb.ac.id
Date Deposited: 19 Jun 2025 02:02
Last Modified: 19 Jun 2025 02:02
URI: http://repository.ulb.ac.id/id/eprint/1494

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