Pengaruh Content Marketing dan Online Customer Review terhadap Purchase Intention Skincare Skintific melalui Trust sebagai Variabel Mediasi pada Konsumen Tiktok Shop di Kota Semarang

Zaenah Ishfarra; Ken Sudarti

doi:10.55606/jcsr-politama.v4i4.6539

Authors

Zaenah Ishfarra Universitas Islam Sultan Agung
Ken Sudarti Universitas Islam Sultan Agung

DOI:

https://doi.org/10.55606/jcsr-politama.v4i4.6539

Keywords:

Content Marketing, Online Customer Review, Purchase Intention, Skincare, TikTok Shop

Abstract

This study is motivated by the growth of digital marketing and the widespread use of social media as a platform for online transactions, particularly through TikTok Shop. In the increasingly competitive skincare industry, companies need to implement effective marketing strategies through Content Marketing and leverage Online Customer Review s to build consumer Trust, which can ultimately increase Purchase Intention. This study aims to analyze the influence of Content Marketing and Online Customer Review s on Purchase Intention for Skintific skincare products through Trust as a mediating variable among TikTok Shop consumers in Semarang. The literature review in this study draws on consumer behavior and digital marketing theories, which explain that relevant, accurate, and informative marketing content, along with credible customer reviews, can build consumer Trust and drive purchase intent. This study employs a quantitative approach using a survey method by distributing questionnaires to Skintific skincare consumers in Semarang. The data analysis techniques used are descriptive analysis and Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results of the study show that Content Marketing and Online Customer Review s have a positive and significant effect on Trust. Furthermore, Trust has a positive and significant effect on Purchase Intention. Furthermore, Trust mediates the effects of Content Marketing and Online Customer Review s on Purchase Intention. Consequently, the higher the quality of marketing content and the more positive the customer reviews received by consumers, the greater the level of Trust in Skintific skincare products will be, thereby driving consumer purchase intent on TikTok Shop.

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