PENGARUH REVIEW BEAUTY INFLUENCER DI TIKTOK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC CALM DOWN MOISTURIZER (Studi Kasus Pada Konsumen Produk Somethinc Calm Down Moisturizer di Kecamatan Kelap Gading

Abstract

This quantitative research aims to determine the influence of Beauty Influencer
Reviews on TikTok and Product Quality on Purchase Decisions for Somehinc
Calm Down Moisturizer in Kelapa Gading District. The data source for this
research comes from primary data collected through the purposive sampling
method; The population of this study were consumers of Somethinc Calm DownMoisturizer. Sampling was determined using the Taro Yamane formula. Purchase
decision is the dependent variable in this study, whereas the two independent
factors are Beauty Influencer Reviews and Product Quality. Among the analyses
employed in this study were the validity test, reliability test, test of classical
assumptions, t test, F test, and coefficient of determination (R2). The study's
findings indicate that the Beauty Influencer Review variable on TikTok (X1) has a
significant level of 0.006 < 0.05., which indicates that Beauty Influencer Reviews
on TikTok partially and significantly influence purchasing decisions. The Product
Quality evaluation variable (X2) is 0.000 < 0.05, which indicates that Product
Quality evaluation partially and significantly influences purchasing decisions.
The simultaneous test value was found to be 152.153 < 3.09 and significant. The
adjusted coefficient of determination R2 was 75.8%, and additional variables not
included in this study influenced the remaining part.
Keywords: Review of Beauty Influencers on TikTok and Product Quality on
Purchasing Decisions