The Influence of Price Discounts, Online Customer Reviews and Influencer Marketing on Skincare Purchasing Decisions at TikTok Shop (Systematic Literature Review)

Itaul Masarroh; Nurita Andriani

doi:10.55927/fjas.v4i4.108

Authors

Itaul Masarroh Universitas Trunojoyo Madura
Nurita Andriani Universitas Trunojoyo Madura

DOI:

https://doi.org/10.55927/fjas.v4i4.108

Keywords:

Price Discounts, Online Customer Reviews, Influencer Marketing, Purchasing Decisions

Abstract

The evolving lifestyle in the modern era encourages everyone to pay more attention to appearance, especially for women who are now always trying to look beautiful and attractive to support their activities. This study aims to examine the effect of price discounts, online customer reviews, and influencer marketing on purchasing decisions skincare at TikTok Shop through the Systematic Literature Review method and PRISMA analysis. From the initial identification process of 260 articles, 80 were screened, 25 were evaluated for eligibility, and finally 20 articles were analyzed. The study results show that the three variables have a positive and significant influence on purchasing decisions. These factors complement each other in shaping perceived value and consumer trust. The findings provide theoretical contributions to the study of consumer behavior as well as practical implications for marketers in designing promotional strategies on digital platforms.

References

Abigail, J., Sari, V. P., & Saputra, D. (2024). The Influence of Product Quality and Online Shopping Experience (OSE) on Consumer Loyalty Through Customer Satisfaction on Local Skincare Products. Procedia Computer Science, 234, 537–544. https://doi.org/10.1016/j.procs.2024.03.037.

Afwa, A., & Moniko, A. (2024). The Influence of Influencer Marketing and Online Customer Reviews on Purchase Intention Through the Perceived Value of Cosmetic Products on Tiktok Shop (An Empirical Study on Students in the City of Pekanbaru). Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 12. https://doi.org/10.37676/ekombis.v12i.

Fahmi, Irham. 2016. Perilaku Konsumen Teori dan Aplikasi. Bandung: Alfabeta.

Fandy Tjiptono. 2020. Strategi Pemasaran, Edisi Ke-4. CV. Andi, Yogyakarta.

Gustia, M., & Tiara Yulinda, A. (2022). The Influence of Price Discount and Store Atmosphere on Consumer Purchase Decisions at Equator Stores in Bengkulu City Pengaruh Price Discount Dan Store Atmosphere Terhadap Keputusan Pembelian Konsumen Pada Toko Khatulistiwa Kota Bengkulu. Jurnal Ekonomi Manajemen Akuntansi Dan Keuangan, 3(4), 1431–1442. https://doi.org/10.53697/emak.v3i4.

Habibi, R., & Artha Glory Romey Manurung. (2023). SLR Systematic Literature Review: Metode Penilaian Kinerja Karyawan Menggunakan Human Performance Technology. Journal of Applied Computer Science and Technology, 4(2), 100–107. https://doi.org/10.52158/jacost.v4i2.511.

Handayani, N. T., & Usman, O. (2021). The Effect Of Online Customer Review, Influencer Marketing, Quality Website On Purchase Decisions Online On Online Marketpalce Shopee.

Hayes, N. (2011). Influencer Marketing, Who Really Influence Your Customers. UK: Elsevier Ltd.

Iffah, Q., Farouk, U., & Nugroho, J. (2022). Influence of Influencer Marketing Strategy and Online Customer Reviews on Purchase Intention of Sociolla Customer (Case Study on AB Students at Polines 2018-2019). In Jurnal JOBS (Vol. 8, Issue 2). https://jurnal.polines.ac.id/index.php/jobs.

Khymel, S., Situmeang, R. R., & Sari, W. (2022). Effect of Advertising, Product Price, and Discount on Consumer Purchase Decision in Online Shopping During the COVID-19 Pandemic at PT Map Aktif Adiperkasa, Tbk. International Journal of Research and Review, 9(6), 352–357. https://doi.org/10.52403/ijrr.20220637.

Kotler, Keller. (2009). Manajemen Pemasaran. Penerbit Erlangga. Jakarta.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Harlow: Pearson Education Limited.

Lasse, G. J., Michelle, E., Soehadi, A. W., & Sirad, D. A. (2024). Pengaruh Korean Celebrity Endorsement Terhadap Persepsi Kualitas, Brand Image, dan Intensi Pembelian Merek Skincare Lokal. Kajian Bisnis Indonesia, 6(2), 87–106.

Nasaruddin, Wonua, A. R., & Ismanto. (2023). Pengaruh Social Media Marketing Dan Online Customer Review Terhadap Keputusan Pembelian Pada Mahasiswa. Jurnal Ekonomi Manajemen, 9(1), 45–53. http://jurnal.unsil.ac.id/index.php/jem.

Natalie, K., & Siregar, B. (2024). Analyzing The Influence Of Various Factors On Generation Z’S Beauty Product Purchase Behavior. Jurnal Lebesgue : Jurnal Ilmiah Pendidikan Matematika, Matematika Dan Statistika, 5(3), 1618–1636. https://doi.org/10.46306/lb.v5i3.743.

Nofa Lestiyani, D., & Purwanto, S. (2023). Analisis Pengaruh Influencer Marketing dan Brand Love Terhadap Keputusan Pembelian Produk Skincare Skintific. Journal of Bussiness, Management and Accounting, 5(1), 96–107.

Pahlevi, A. H., & Medyawati, H. (2023). The Influence of Influencer Marketing, Online Customer Review and Online Customer Rating to Purchasing Interest on the Tik Tok Shop Application. Journal of Economics and Business, 6(3). https://doi.org/10.31014/aior.1992.06.03.527.

Panra, Z., Amna, M., & Bibi, A. (2024). Article title Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision Global Management Science Review. Global Management Science Review, IX(IV), 11–25. https://doi.org/10.31703/gmsr.

Pondra, C., Basith Alfirdaus, A., & Nurlita Sari, I. (2024). Brand Awareness Mediation: Analysis of Online Customer Reviews and Influencer Marketing on Local Perfume Purchase Decisions in E-Commerce. In International Journal Of Humanities Education And Social Sciences (IJHESS) E-ISSN (Vol. 3, Issue 6). https://ijhess.com/index.php/ijhess.

Schiffman, Leon dan Leslie Lazar Kanuk. 2000. Perilaku Konsumen. Edisi ke Tujuh. Jakarta: PT. Indeks.

Suryatama, F., Dharma Ayu, P., Supriyadi, A., & Yuliamir, H. (2024). Aalisa Online Customer Rating Dan Harga Sebagai Prediktor Dalam Keputusan Pembelian Online Pada Marketplace Gojek (Vol. 17, Issue 1). www.jurakunman.stiesuryanusantara.ac.id.

Singh, G., Kumar, P., & Jindal, A. (2012). antibacterial potential of some sterol of medicinal plants. International Journal of Pharmacology and Pharmaceutical Sciences , 159-162.

Triandini, E., Jayanatha, S., Indrawan, A., Putra, G. W., & Iswara, B. (2019). Metode systematic literature review untuk identifikasi platform dan metode. Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, 9(1), 2024.

Wahyuni, N., & Ratnasari, I. (2024). Effect of Influencer Marketing and Online Customer Review On Online Purchasing Decisions (Case study on Generation Z as Shopee Users in Karawang Regency) (Vol. 22, Issue 3). https://jurnal.ubd.ac.id/index.php/ds.