The Influence of Online Customer Reviews and Promotional Content on Impulse Buying of Skintific Skincare Products on The Tiktok Platform with Influencers as Moderation

Abstrak

The high public interest in skincare products makes consumers face very varied product options when determining their choices. For this reason, skincare manufacturers are actively engaged in various innovations and promotions, including utilizing influencers. This research aims to examine the influence of online customer reviews and promotional content on impulse purchases of Skintific skincare products in Indonesia, moderated by influencers. The study focuses on Indonesian consumers aged 16 or older who have purchased and used Skintific products at least once. Data were gathered through a questionnaire completed by 220 respondents selected via purposive sampling. The analysis was performed using Structural Equation Modeling (SEM) with Smart PLS 3 software. The results show that online customer reviews have a positive and significant effect on impulse buying. The moderation effect of online reviews between influencers and impulse purchases has a significant negative impact, indicating that the presence of reviews weakens, but still significantly affects, this relationship. Furthermore, advertising content has a meaningful and positive impact on influencers, while its moderating role between influencers and impulse buying demonstrates a significant negative effect. In the hypothesis, the influencer variable positively and significantly impacts impulse buying.