Determinan Keputusan Pembelian Produk Skincare The Originote (Studi Pada Pengguna Aplikasi TikTok)

Abstract

The purpose of this study is to examine the effect of Content Marketing, Live Streaming, and
Electronic Word of Mouth (eWOM) on purchasing decisions for The Originote skincare
products. The method used is quantitative, with the type of data, namely primary data with a
questionnaire as a form of data collection. The analysis method used by this research is
Partial Least Square (PLS) SEM with the help of SmartPLS 4.0 software. The population in
this study are users or consumers of The Originote products who use TikTok. The sampling
technique used, namely purposive sampling and a sample size of 100 was obtained using the
Lameshow technique. The results of this study found that Content Marketing (X1) and Live
Streaming (X2) did not significantly affect the Purchase Decision (Y) of The Originote
Skincare Products. Electronic Word of Mouth (eWOM) (X3) positively and significantly
influences the Purchasing Deciusion (Y) of The Originote Skincare Product