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Aug 15, 2025
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Aug 15, 2025
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Abstract

This study aims to examine and analyze the influence of content marketing, influencer marketing, and online customer reviews on purchase decisions, with purchase intention as a mediating variable among Wardah cosmetic consumers on TikTok. There are ten (10) hypotheses in this study, and the research method employed is a questionnaire created using Google Forms and distributed via social media. The population of this study consists of consumers who have purchased Wardah cosmetic products. The sampling method used is accidental sampling, with a total of 110 respondents. The sample criteria for this study are individuals who have purchased Wardah cosmetics using a TikTok account. The analysis tool utilized is Smart PLS 0.3 software. The results of this study indicate that content marketing, influencer marketing, and online customer reviews have a positive influence on purchase decisions. Additionally, content marketing, influencer marketing, and online customer reviews positively affect purchase intention. Furthermore, purchase intention mediates the relationship between content marketing, influencer marketing, and online customer reviews with purchase decisions.

Keywords

Content marketing Influencer marketing Online customer review Intention to buy

Article Details

References

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