Online Customer Review, Promosi Media Sosial dan Kualitas Produk: Dampaknya terhadap Minat Beli Produk Skintific di TikTok pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surabaya

Perkembangan TikTok sebagai media informasi dan promosi menyebabkan konsumen terpapar konten produk yang cepat berganti, berjumlah banyak, dan beragam. Penelitian ini bertujuan menganalisis pengaruh online customer review, promosi media sosial TikTok, dan kualitas0produk terhadap minat beli produk skincare Skintific pada mahasiswi Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surabaya. Penelitian ini menggunakan pendekatan kuantitatif asosiatif. Peneliti memilih 165 responden melalui teknik purposive sampling, mengumpulkan9data8menggunakan0kuesioner, serta menganalisis data melalui regresi linier berganda, uji t, uji F, dan koefisien determinasi dengan bantuan SPSS. Hasil uji t menunjukkan bahwa online customer review dan kualitas produk berpengaruh0positif dan9signifikan terhadap minat beli. Promosi media sosial TikTok memiliki koefisien positif, tetapi tidak berpengaruh signifikan terhadap minat0beli. Hasil uji F menunjukkan bahwa online customer review, promosi media sosial TikTok, dan kualitas produk secara simultan berpengaruh signifikan terhadap minat beli. Nilai koefisien0determinasi9sebesar90,530 menunjukkan bahwa ketiga variabel8mampu menjelaskan 53% variasi minat beli, sedangkan 47% sisanya dijelaskan oleh faktor lain di9luar model penelitian.

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The development of TikTok as an information and promotional medium has exposed consumers to rapidly changing, abundant, and diverse product content. This study aimed to analyze9the0influence0of online0customer reviews, TikTok social media0promotion, and0product0quality0on purchase intention for Skintific skincare products0among0female students in the Faculty0of Economics and Business, Muhammadiyah University of Surabaya. This study used an associative quantitative approach. The researcher selected 165 respondents0using0purposive sampling, collected data using questionnaires, and analyzed the data using multiple linear0regression, t-tests, F-tests, and coefficients of9determination using SPSS. The t-test results indicated that0online0customer0reviews and product quality have a positive and significant effect on purchase intention. TikTok social media promotion has a positive coefficient, but it does not significantly influence0purchase intention. The F-test results indicated that online customer reviews, TikTok social media promotion, and product quality simultaneously have a significant effect on purchase intention. The coefficient of determination value of 0.530 indicated that the three variables explain 53% of the variation in purchase intention, while the remaining 47% is explained by factors outside the research model. Keywords: Online Customer Reviews, TikTok Social Media Promotion, Product Quality, Purchase Intention, Skintific