Beauty Influencer TikTok Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Skincare Finally Found You

Abstract

Abstract

This study investigates the effect of TikTok beauty influencers and electronic word of mouth (e-WOM) on consumers purchasing decisions regarding finally found you skincare products in Malang City. The growing prominence of social media in consumers’ daily lives has significantly influenced purchasing behavior, particularly as recommendations from influencers and online custumers reviews have become increasingly important in the decision-making process. This research adopted a quantitative approach using an explanatory research design. Primary data were obtained through questionnaires distributed to 96 respondents selected through purposive sampling. The respondents were active TikTok users who had previously purchased finally found you skincare productc. Data analysis involved validity and reability testing, classical assumption test, partial significance testing (t-test), simultaneous significance testing (F-test), and the coefficient of determination (R). The results demonstrate that both TikTok beauty influencers and e-WOM individually exert a positive and statistically significant influence on cosumers’ purchasing decisions (p < 0.001). furthermore, the simultaneous test confirms that the two independent variables significantly affect purchasing decisions, as indicated by an F-value of 105.180 with a significance level of p < 0.001. the coefficient of determination (R) of 0.693 indicates that TikTok beauty influencers and e-WOM collectively account for 69.3% of the variation in consumers’ purchasing decisions, while the remaining 30.7% is attributable to other factors beyond the scope of this study.these findings highlight the importance of credible beauty influencers and favorable e-WOM in shaping consumer evaluation and encouraging purchasing decidions for skincare products.

Keywords: Beauty Influencer; Tiktok; Electronic Word Of Mouth; Purchasing Decisions; Skincare