Pengaruh Promosi Penjualan dan Online Customer Review Terhadap Keputusan Pembelian Produk Skincare Camille Beauty di TikTok Shop Jakarta Barat

The Influence of Sales Promotions and Online Customer Reviews on Camille Beauty Skincare Product Purchase Decisions on TikTok Shop West Jakarta

Abstract

The rapid growth of e-commerce has transformed consumer shopping habits, notably through platforms like TikTok Shop, which successfully integrate entertainment and transactions. Camille Beauty, a local skincare brand, leverages sales promotions and online customer reviews to drive purchasing decisions, particularly among consumers in West Jakarta. This study aims to examine the influence of sales promotions and online customer reviews on purchasing decisions for Camille Beauty skincare products on TikTok Shop, analyzing their effects both individually and simultaneously. A quantitative method was employed, utilizing a survey approach with questionnaires distributed to 97 respondents selected via purposive sampling. Data analysis was conducted using multiple linear regression with SPSS version 26. The results indicate that sales promotions have a significant effect on purchasing decisions (t-count 2.761 > t-table 1.98552; sig. 0.007). Online customer reviews also significantly influence purchasing decisions (t-count 5.121 > t-table 1.98552; sig. 0.000). Simultaneously, both variables exert a significant influence (F-count 56.662 > F-table 3.093; sig. 0.000), with an Adjusted R-Square of 0.537 (53.7%). These findings suggest that a combination of attractive sales promotions and positive customer reviews plays a crucial role in driving consumer purchasing decisions for skincare products on TikTok Shop.