The Influence of Marketing Content, Online Customer Review, EWOM on the Decision to Purchase Moisturizer Products on the Tiktok Application
DOI:
https://doi.org/10.58344/jws.v4i4.1388Keywords:
Marketing Content, Online Customer Review, Electronic Word of Mouth, Purchase DecisionAbstract
This study investigates the influence of content marketing, online customer reviews, and Electronic Word of Mouth (E-WOM) on purchasing decisions for moisturizer products via TikTok, a platform increasingly pivotal in consumer behavior. Employing a quantitative approach, data were collected from 247 active TikTok users in Indonesia through online questionnaires and analyzed using SPSS Version 27 (multiple linear regression). Results revealed that online customer reviews (?=0.479) exerted the strongest influence, followed by E-WOM (?=0.359) and content marketing (?=0.159), collectively explaining 47.3% of purchasing decisions (R²=0.473). The findings underscore the critical role of peer-generated content in building trust and reducing uncertainty, while TikTok’s interactive format amplifies E-WOM’s impact. The study contributes to the Technology Acceptance Model (TAM) by validating TikTok-specific drivers of consumer behavior. Practical implications suggest businesses prioritize authentic reviews and E-WOM strategies on TikTok to enhance consumer engagement and sales. Unexplained variance (52.7%) calls for future research on influencer marketing and cross-platform comparisons.
References
Berger, J., & Schwartz, E. M. (2011). What drives immediate and ongoing word of mouth? Journal of marketing research, 48(5), 869–880.
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), 461–470.
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83–91.
Dewi, G. D. P., & Lusikooy, A. E. (2023). E-commerce Transformation in Indonesia: Innovation and Creative Destruction. Nation State: Journal of International Studies, 6(2), 117–138.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of retailing and consumer services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in human behavior, 61, 47–55.
Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of business research, 68(6), 1261–1270.
Gbadamosi, A. (2016). Consumer behaviour in developing nations: A conceptual overview. Handbook of Research on Consumerism and Buying Behavior in Developing Nations, 1–29.
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545–560.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing, 18(1), 38–52.
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International journal of research in marketing, 33(1), 27–41. https://doi.org/10.1016/j.ijresmar.2015.06.004
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management 3rd edn PDF eBook. Pearson Higher Ed.
Kumar, V., & Rajan, B. (2012). Social coupons as a marketing strategy: a multifaceted perspective. Journal of the Academy of Marketing Science, 40, 120–136.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458–468.
Park, D.-H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International journal of electronic commerce, 11(4), 125–148.
Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS quarterly, 115–143.
Ringborg, L., & Ohlsson, I. (2024). The influence of TikTok: Understanding the Influence of TikTok UGC on Gen Z’s Impulsive Buying Behavior regarding Beauty Products.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159–170.
Solomon, M. R. (2020). Consumer behavior: Buying, having, and being. Pearson.
Yadav, M. S., & Pavlou, P. A. (2014). Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing.
Zhang, K. Z. K., Zhao, S. J., Cheung, C. M. K., & Lee, M. K. O. (2014). Examining the influence of online reviews on consumers’ decision-making: A heuristic–systematic model. Decision support systems, 67, 78–89.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Della Ayu Safitri, Rafly Alfikri Sobari, May Dedu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
