TikTok sebagai Media Pemasaran Digital : Efek Influencer Marketing dan E-WOM terhadap Keputusan Pembelian Produk Skincare

Published: Jan 2, 2025

Abstract:

Purpose: This study examines the influence of the influencer marketing and e-WOM in TikTok to Purchase decisions of skincare Product.

Research methodology: This study uses quantitative approach with data collection through online questionnaire distribution to 100 consumers who actively use TikTok. The collected data was analyzed with the assistance of the SmartPLS4 through the inner and outer model testing processes.

Results: Influencer marketing and e-WOM has significant and positive effect to skincare product purchase decisions.

Limitations: This study has limitations concering the sample size utilized. With a limited sample, the finding may not fully represent the behavior of the entire population of TikTok users or skincare consumers in general.

Contribution: This study enriches the literature on digital marketing through influencer and e-WOM, also provides insights for skincare businesses, especially local brands, in developing effective and efficient strategies by leveraging TikTok to attract both domestic and international consumers.

Keywords:
1. Electronic Word of Mouth (E-WOM)
2. Purchase Decision
3. Influencer marketing
4. TikTok
5. Skincare
Authors:
1 . Nurul Qurrotul Aini
2 . Arief Noviarakhman Zagladi
How to Cite
Aini, N. Q., & Zagladi, A. N. . (2025). TikTok sebagai Media Pemasaran Digital : Efek Influencer Marketing dan E-WOM terhadap Keputusan Pembelian Produk Skincare . Studi Akuntansi, Keuangan, Dan Manajemen, 4(2), 265–274. https://doi.org/10.35912/sakman.v4i2.3799

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References

    Abir, T., Rahman, M. A., Yazdani, D. M. N.-A., Khan, R. H., Supty, S. S. A., & Hamid, A. B. A. (2020). Electronic Word of Mouth (e-WOM) and consumers’ purchase decisions: Evidences from Bangladesh. Journal of Xi’an University of Architecture & Technology, 12, 367-382.

    Ali, B. J., & Anwar, G. (2021). Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. International journal of Rural Development, Environment and Health Research, 5(2), 26-39.

    Angelia, M., & Widjaja, W. (2024). Pengaruh Selebgram Endorsement dan E-Wom terhadap Keputusan Pembelian Konsumen Bittersweet by Najla melalui Niat Beli. Studi Akuntansi, Keuangan, dan Manajemen, 4(1), 13–31.

    Arief, M., Mustikowati, R. I., & Chrismardani, Y. (2023). Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews. LBS Journal of Management & Research, 21(1), 81-99.

    Azhari, S., & Ardiansah, I. (2022). Efektivitas Penggunaan Media Sosial TikTok Sebagai Platform Pemasaran Digital Produk Olahan Buah Frutivez (@ hellofrutivez). JUSTIN (Jurnal Sistem dan Teknologi Informasi), 10(1), 26-33.

    Badir, M., & Andjarwati, A. L. (2020). The Effect of E-WOM, Ease of Use and Trust on Purchase Decisions (Study on Tokopedia Application Users). Jurnal Minds: Manajemen Ide Dan Inspirasi, 7(1), 39-52.

    Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186-195.

    Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business horizons, 63(4), 469-479.

    Castillo, R. A., Jaramillo, C. Z., & Sy, L. (2022). The Effectiveness of Social Media Influencers in the Cosmetic and Skincare Industry to the Purchase Intention of the Generation Z Filipinos. Journal of Business and Management Studies, 4(2), 180-191.

    Chen, Y., Qin, Z., Yan, Y., & Huang, Y. (2024). The Power of Influencers: How Does Influencer Marketing Shape Consumers’ Purchase Intentions? Sustainability, 16(13), 5471.

    Chopra, A., Avhad, V., Jaju, & Sonali. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 77-91.

    Dinh, T. C. T., Wang, M., & Lee, Y. (2023). How does the fear of missing out moderate the effect of social media influencers on their followers’ purchase intention? SAGE Open, 13(3), 21582440231197259.

    Ganesha, H., & Aithal, P. (2020). Consumer communication deployment tactics: an integrated framework for lifestyle brands and retailers in India (CCF-LS). International Journal of Applied Engineering and Management Letters (IJAEML), 4(2), 1-21.

    Glenister, G. (2021). Influencer Marketing Strategy: How to create successful influencer marketing: Kogan Page Publishers.

    Goldberg, R., & Groenewald, L. (2022). The influence of reference groups on the buying behaviour of singletons. Malaysian E Commerce Journal (MECJ), 6(2), 64-68.

    Hamdani, N. A., Maulani, G. A. F., Permana, I., & Solihat, A. (2022). E-WOM: Effect on Edutech Purchase Decision. Journal of Positive School Psychology, 6(3), 218–223-218–223.

    Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of marketing mix elements in determining consumer purchase decision in the retail market. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 12(6), 56-72.

    Kamil, N. A. I., & Albert, A. (2020). The effect of e-wom and brand image towards Sushi Masa consumer purchasing decision. Journal of Social Studies (JSS), 16(1), 19-34.

    Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3-4), 248-278.

    Ketrin, S.-N., & Szilárd, A. (2020). Consumer decision making in influencer marketing. Annals of the University of Oradea, Economic Science Series, 29(2), 326-336.

    Krisdanu, C. A., & Sumantri, K. A. (2023). TikTok sebagai Media Pemasaran Digital di Indonesia. Jurnal Lensa Mutiara Komunikasi, 7(2), 24-36.

    Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer marketing effectiveness. Journal of marketing, 86(6), 93-115.

    Levin, A. (2019). Influencer marketing for brands: What YouTube and Instagram can teach you about the future of digital advertising. Apress.

    Liang, S.-Z., Xu, J.-L., & Huang, E. (2024). Comprehensive analysis of the effect of social influence and brand image on purchase intention. SAGE Open, 14(1), 21582440231218771.

    Mahmud, D., Heryanto, F. N., Muzaki, H., & Mustikasari, F. (2023). The influence of hedonic motivation, influencer marketing on purchase decision with fomo (fear of missing out) as mediation. International Journal of Professional Business Review, 8(11), e03834-e03834.

    Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579-607.

    Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2021). Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use. Journal of Retailing and Consumer Services, 63, 102404.

    Munandar, D. (2021). The Role of Digital Marketing, Influencer Marketing and Electronic Word of Mouth (eWOM), on Online Purchase Decisions for Consumers of Private University Students in Bandung West Java. International Journal of Artificial Intelligence Research, 6(1).

    Nadanyiova, M., & Sujanska, L. (2023). The Impact of Influencer Marketing on the Decision-Making Process of Generation Z. Economics and Culture, 20(1), 68-76.

    Nofal, R., Bayram, P., Emeagwali, O. L., & Al-Mu’ani, L. a. (2022). The effect of eWOM source on purchase intention: the moderation role of weak-tie eWOM. Sustainability, 14(16), 9959.

    Nurhadi, M., Suryani, T., & Fauzi, A. A. (2023). The power of website and social media for strengthening brand image, E-WoM, and purchase decision. Journal of Economics, Business, & Accountancy Ventura, 25(3), 273.

    Pillay, S. (2021). The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers. Acta Commercii, 21(1), 1-11.

    Plidtookpai, N., & Yoopetch, C. (2021). The electronic word-of-mouth (Ewom) trustworthiness, brand image and other determinants of purchase intention of the middle class to luxury hotel services. Kasetsart Journal of Social Sciences, 42(1), 61–68-61–68.

    Prasetiyo, B., & Azura, A. N. (2023). Pengaruh Terpaan Ads Instagram dan Harga terhadap Keputusan Pembelian Produk Nitro Ventura. Jurnal Akuntansi, Keuangan, dan Manajemen, 4(4), 327-336.

    Rayo, E. F., Rayo, N. M., & Mandagi, D. W. (2024). Social Media Marketing as a Key Determinant of Brand Gestalt and Brand Personality. Studi Ilmu Manajemen dan Organisasi, 5(2), 297–314.

    Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit Leveraged marketing communications (pp. 208-231): Routledge.

    Serra-Cantallops, A., Ramón Cardona, J., & Salvi, F. (2020). Antecedents of positive eWOM in hotels. Exploring the relative role of satisfaction, quality and positive emotional experiences. International Journal of Contemporary Hospitality Management, 32(11), 3457-3477.

    Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75, 103506.

    Vidani, J., & Das, S. G. (2021). A Review on Evolution of Social Media Influencer Marketing: Reflection on Consumer Behaviour and Consumer's Decision-Making Process. Turkish Online Journal of Qualitative Inquiry, 12(9).

    Wilis, R. A., & Faik, A. (2022). The Effect of Digital Marketing, Influencer Marketing and Online Customer Review on Purchase Decision: A Case Study of Cake Shop" Lu’miere". Petra International Journal of Business Studies, 5(2), 155-162.

    Yohana, N. K. Y., Dewi, K. A. P., & Giantari, I. (2020). The role of brand image mediates the effect of electronic word of mouth (E-WOM) on purchase intention. American Journal of Humanities and Social Sciences Research, 1, 215-220.

    Yones, P. C. P., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174-184.

    Zhang, Y., Zhang, J., & Liu, C. (2022). Motives for employees communicate positive electronic word of mouth (eWOM) on social network sites: Exploring moderating mechanisms. Australasian Marketing Journal, 30(1), 60-73.

  1. Abir, T., Rahman, M. A., Yazdani, D. M. N.-A., Khan, R. H., Supty, S. S. A., & Hamid, A. B. A. (2020). Electronic Word of Mouth (e-WOM) and consumers’ purchase decisions: Evidences from Bangladesh. Journal of Xi’an University of Architecture & Technology, 12, 367-382.
  2. Ali, B. J., & Anwar, G. (2021). Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. International journal of Rural Development, Environment and Health Research, 5(2), 26-39.
  3. Angelia, M., & Widjaja, W. (2024). Pengaruh Selebgram Endorsement dan E-Wom terhadap Keputusan Pembelian Konsumen Bittersweet by Najla melalui Niat Beli. Studi Akuntansi, Keuangan, dan Manajemen, 4(1), 13–31.
  4. Arief, M., Mustikowati, R. I., & Chrismardani, Y. (2023). Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews. LBS Journal of Management & Research, 21(1), 81-99.
  5. Azhari, S., & Ardiansah, I. (2022). Efektivitas Penggunaan Media Sosial TikTok Sebagai Platform Pemasaran Digital Produk Olahan Buah Frutivez (@ hellofrutivez). JUSTIN (Jurnal Sistem dan Teknologi Informasi), 10(1), 26-33.
  6. Badir, M., & Andjarwati, A. L. (2020). The Effect of E-WOM, Ease of Use and Trust on Purchase Decisions (Study on Tokopedia Application Users). Jurnal Minds: Manajemen Ide Dan Inspirasi, 7(1), 39-52.
  7. Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186-195.
  8. Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business horizons, 63(4), 469-479.
  9. Castillo, R. A., Jaramillo, C. Z., & Sy, L. (2022). The Effectiveness of Social Media Influencers in the Cosmetic and Skincare Industry to the Purchase Intention of the Generation Z Filipinos. Journal of Business and Management Studies, 4(2), 180-191.
  10. Chen, Y., Qin, Z., Yan, Y., & Huang, Y. (2024). The Power of Influencers: How Does Influencer Marketing Shape Consumers’ Purchase Intentions? Sustainability, 16(13), 5471.
  11. Chopra, A., Avhad, V., Jaju, & Sonali. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 77-91.
  12. Dinh, T. C. T., Wang, M., & Lee, Y. (2023). How does the fear of missing out moderate the effect of social media influencers on their followers’ purchase intention? SAGE Open, 13(3), 21582440231197259.
  13. Ganesha, H., & Aithal, P. (2020). Consumer communication deployment tactics: an integrated framework for lifestyle brands and retailers in India (CCF-LS). International Journal of Applied Engineering and Management Letters (IJAEML), 4(2), 1-21.
  14. Glenister, G. (2021). Influencer Marketing Strategy: How to create successful influencer marketing: Kogan Page Publishers.
  15. Goldberg, R., & Groenewald, L. (2022). The influence of reference groups on the buying behaviour of singletons. Malaysian E Commerce Journal (MECJ), 6(2), 64-68.
  16. Hamdani, N. A., Maulani, G. A. F., Permana, I., & Solihat, A. (2022). E-WOM: Effect on Edutech Purchase Decision. Journal of Positive School Psychology, 6(3), 218–223-218–223.
  17. Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of marketing mix elements in determining consumer purchase decision in the retail market. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 12(6), 56-72.
  18. Kamil, N. A. I., & Albert, A. (2020). The effect of e-wom and brand image towards Sushi Masa consumer purchasing decision. Journal of Social Studies (JSS), 16(1), 19-34.
  19. Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3-4), 248-278.
  20. Ketrin, S.-N., & Szilárd, A. (2020). Consumer decision making in influencer marketing. Annals of the University of Oradea, Economic Science Series, 29(2), 326-336.
  21. Krisdanu, C. A., & Sumantri, K. A. (2023). TikTok sebagai Media Pemasaran Digital di Indonesia. Jurnal Lensa Mutiara Komunikasi, 7(2), 24-36.
  22. Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer marketing effectiveness. Journal of marketing, 86(6), 93-115.
  23. Levin, A. (2019). Influencer marketing for brands: What YouTube and Instagram can teach you about the future of digital advertising. Apress.
  24. Liang, S.-Z., Xu, J.-L., & Huang, E. (2024). Comprehensive analysis of the effect of social influence and brand image on purchase intention. SAGE Open, 14(1), 21582440231218771.
  25. Mahmud, D., Heryanto, F. N., Muzaki, H., & Mustikasari, F. (2023). The influence of hedonic motivation, influencer marketing on purchase decision with fomo (fear of missing out) as mediation. International Journal of Professional Business Review, 8(11), e03834-e03834.
  26. Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579-607.
  27. Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2021). Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use. Journal of Retailing and Consumer Services, 63, 102404.
  28. Munandar, D. (2021). The Role of Digital Marketing, Influencer Marketing and Electronic Word of Mouth (eWOM), on Online Purchase Decisions for Consumers of Private University Students in Bandung West Java. International Journal of Artificial Intelligence Research, 6(1).
  29. Nadanyiova, M., & Sujanska, L. (2023). The Impact of Influencer Marketing on the Decision-Making Process of Generation Z. Economics and Culture, 20(1), 68-76.
  30. Nofal, R., Bayram, P., Emeagwali, O. L., & Al-Mu’ani, L. a. (2022). The effect of eWOM source on purchase intention: the moderation role of weak-tie eWOM. Sustainability, 14(16), 9959.
  31. Nurhadi, M., Suryani, T., & Fauzi, A. A. (2023). The power of website and social media for strengthening brand image, E-WoM, and purchase decision. Journal of Economics, Business, & Accountancy Ventura, 25(3), 273.
  32. Pillay, S. (2021). The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers. Acta Commercii, 21(1), 1-11.
  33. Plidtookpai, N., & Yoopetch, C. (2021). The electronic word-of-mouth (Ewom) trustworthiness, brand image and other determinants of purchase intention of the middle class to luxury hotel services. Kasetsart Journal of Social Sciences, 42(1), 61–68-61–68.
  34. Prasetiyo, B., & Azura, A. N. (2023). Pengaruh Terpaan Ads Instagram dan Harga terhadap Keputusan Pembelian Produk Nitro Ventura. Jurnal Akuntansi, Keuangan, dan Manajemen, 4(4), 327-336.
  35. Rayo, E. F., Rayo, N. M., & Mandagi, D. W. (2024). Social Media Marketing as a Key Determinant of Brand Gestalt and Brand Personality. Studi Ilmu Manajemen dan Organisasi, 5(2), 297–314.
  36. Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit Leveraged marketing communications (pp. 208-231): Routledge.
  37. Serra-Cantallops, A., Ramón Cardona, J., & Salvi, F. (2020). Antecedents of positive eWOM in hotels. Exploring the relative role of satisfaction, quality and positive emotional experiences. International Journal of Contemporary Hospitality Management, 32(11), 3457-3477.
  38. Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75, 103506.
  39. Vidani, J., & Das, S. G. (2021). A Review on Evolution of Social Media Influencer Marketing: Reflection on Consumer Behaviour and Consumer's Decision-Making Process. Turkish Online Journal of Qualitative Inquiry, 12(9).
  40. Wilis, R. A., & Faik, A. (2022). The Effect of Digital Marketing, Influencer Marketing and Online Customer Review on Purchase Decision: A Case Study of Cake Shop" Lu’miere". Petra International Journal of Business Studies, 5(2), 155-162.
  41. Yohana, N. K. Y., Dewi, K. A. P., & Giantari, I. (2020). The role of brand image mediates the effect of electronic word of mouth (E-WOM) on purchase intention. American Journal of Humanities and Social Sciences Research, 1, 215-220.
  42. Yones, P. C. P., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174-184.
  43. Zhang, Y., Zhang, J., & Liu, C. (2022). Motives for employees communicate positive electronic word of mouth (eWOM) on social network sites: Exploring moderating mechanisms. Australasian Marketing Journal, 30(1), 60-73.