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Abstract

This study aims to examine the effect of advertising and online customer reviews on purchase decisions of Skintific moisturizer products on TikTok Shop. A quantitative approach was employed using a survey method involving 94 respondents who had purchased the product through TikTok Shop. Data were collected through structured questionnaires and analyzed using multiple linear regression. The results indicate that advertising has no significant effect on purchase decisions. Similarly, online customer reviews do not significantly influence purchase decisions. Simultaneous testing also reveals that advertising and online customer reviews jointly have no significant effect on purchase decisions. These findings suggest that purchase decisions for skincare products in social commerce platforms are not solely determined by advertising exposure and customer reviews, but are influenced by other factors beyond the proposed model. This study provides empirical evidence that enriches the literature on digital marketing and social commerce, particularly in the context of TikTok Shop.

Keywords

Advertising Online Customer Review Purchase Decision Skincare Social Commerce

How to Cite

Citation Format
Rismanto, H., Amelia, A., Febriani, S., Octavia, D., & Rafika, D. (2026). Pengaruh Advertising dan Online Customer Review Terhadap Keputusan Pembelian Moisturizer Skintific di TikTok Shop. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(3), 2668-2676. https://doi.org/10.35870/jemsi.v12i3.6434

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Author Biographies

Hilman Rismanto, Universitas Garut

Program Studi Manajemen, Ekonomi, Universitas Garut, Garut, Indonesia.

Amelia Amelia, Universitas Garut

Program Studi Manajemen, Ekonomi, Universitas Garut, Garut, Indonesia.

Sani Febriani, Universitas Garut

Program Studi Manajemen, Ekonomi, Universitas Garut, Garut, Indonesia.

Dhea Octavia, Universitas Garut

Program Studi Manajemen, Ekonomi, Universitas Garut, Garut, Indonesia.

Djian Rafika, Universitas Garut

Program Studi Manajemen, Ekonomi, Universitas Garut, Garut, Indonesia.

License

Copyright (c) 2026 Hilman Rismanto, Amelia Amelia, Sani Febriani, Dhea Octavia, Djian Rafika

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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