Analysis of the Influence of Social Media Content, Influencer Marketing, and Customer Reviews on Purchase Decisions in TikTok Shop
DOI:
https://doi.org/10.38035/dijefa.v6i3.5041Keywords:
Social Media Content, Influencer Marketing, Customer Reviews, Purchase DecisionsAbstract
Abstract: This study aims to analyze the influence of social media content, influencer marketing, and customer reviews on purchasing decisions on TikTok Shop, as well as the factor underlying the increase in user transactions on TikTok Shop. This phenomenon is relevant given the high intensity of social media use as a means of promotion and consumer decision-making in the digital era. The study uses a quantitative approach with a survey method by distributing Likert-scale questionnaires to 150 respondents who are active TikTok Shop users in Batam City. Data testing was conducted through validity and reliability tests, classical assumption tests, and multiple linear regression analysis to measure both the simultaneous and partial effects of each independent variable on the dependent variable. The results of the analysis show that all three independent variables have a significant effect on purchasing decisions. Simultaneously, these three variables contribute 57.2% in influencing purchasing decisions. In the digital era, consumers no longer rely on a single source of information, but instead integrate various sources from content and testimonials to public figure opinions to make purchasing decisions. The increase in TikTok Shop usage, reflected in its high Gross Merchandise Value (GMV), can be explained by the significant roles of Social Media Content, Influencer Marketing, and Customer Reviews. These three factors have proven to be important drivers influencing users’ purchasing decisions on the platform. User behavior tendencies that differ by region are also acknowledged as contextual factors that may affect the study's results. Therefore, these findings can serve as a reference for businesses to adjust their digital marketing strategies on TikTok Shop. This study contributes by encouraging TikTok Shop sellers or users to develop creative, informative, and relevant content. Business actors can also collaborate with influencers whose image aligns with their brand and who have strong relationships with their followers. Encouraging customers to provide honest reviews can increase both the quantity and quality of testimonials.
References
Al-Khasawneh, M., Sharabati, A. A. A., Al-Haddad, S., Tbakhi, R., & Abusaimeh, H. (2022). The adoption of TikTok application using TAM model. International Journal of Data and Network Science, 6(4), 1389–1402. https://doi.org/10.5267/j.ijdns.2022.5.012
Al-Sous, N., Almajali, D., & Alsokkar, A. (2023). Antecedents of social media influencers on customer purchase intention: Empirical study in Jordan. International Journal of Data and Network Science, 7(1), 125–130. https://doi.org/10.5267/j.ijdns.2022.11.010
Anggoro Wilis, R., & Faik, A. (2022). Effect of Digital Marketing, Influencer Marketing and Online Customer Review on Purchase Decision: A Case Study of Cake Shop “Lu’miere.” Petra International Journal of Business Studies, 5(2), 155–162. https://doi.org/10.9744/ijbs.5.2.155-162
Azzahra, A., Afwa, A., & Moniko, M. (2024). The Influence of Influencer Marketing and Online Customer Reviews on Purchase Intention Through the Perceived Value of Cosmetic Products on Tiktok Shop (An Empirical Study on Students in the City of Pekanbaru). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 1487– 1502. https://doi.org/10.37676/ekombis.v12i1.5255
Dirgantoro, G., & Purnamasari, O. (2025). Implementasi Personal Selling AXA Mandiri Sebagai Alat Komunikasi Pemasaran Dalam Memersuasi generasi Z dan Milenial terkemuka di tanah air adalah AXA Mandiri ( PT AXA Mandiri Financial tertanggung ( peserta ) asuransi jiwa di 2023 , menurut Asosiasi Asur. 15(1), 1–14.
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
F Fitria, Adisti, D. T., D Dea, Gumelar, A., & Adi Setiawan. (2024). Exploration of the Role of Tiktok Content: Influencer Strategy, Affiliate Marketing, and Online Customer Reviews in Influencing Generation Z Purchasing Decisions at Shopee. Athena: Journal of Social, Culture and Society, 2(2), 345–356. https://doi.org/10.58905/athena.v2i2.287
Faiza, E. N., Maduwinarti, A., & Nasution, U. C. M. (2024). Pengaruh Viral Marketing, Celebrity Endorser Dan Online Customer Review Terhadap Keputusan Pembelian Skincare Avoskin Pada Mahasiswa Di Surabaya. Neraca Manajemen Ekonomi, 6(6), 131–140.
Fristamara, Y., Trianasari, T., & Rahmawati, P. I. (2024). Antecedent of Purchase Decisions on Social Commerce Tiktok Shop. Jurnal Indonesia Sosial Teknologi, 5(2), 614–631. https://doi.org/10.59141/jist.v5i2.911
Graciafernandy, M. A., & Almayani, R. N. (2023). Pengaruh Online Customer Review, Online Customer Rating dan Online Promotion Terhadap Keputusan Pembelian Online Di Shopee. POINT: Jurnal Ekonomi Dan Manajemen, 5(1), 97–106. https://doi.org/10.46918/point.v5i1.1800
Hidayah*, N., & Nurrohim, H. (2023). The Digital Influence: Exploring the Impact of E- Marketing Techniques on Tiktok Users’ Purchase Decisions. JURISMA?: Jurnal Riset Bisnis & Manajemen, 13(2), 163–173. https://doi.org/10.34010/jurisma.v13i2.9879
Hidayatullah, A. A., Fadhilah, M., & Hutami, L. T. H. (2025). The Influence of Influencer Marketing and Social Media Marketing on Purchase Decisions with Brand Awareness as an Intervening Variable for TikTok Shop in Generation Z. Dinasti International Journal of Economics, Finance & Accounting. https://api.semanticscholar.org/CorpusID:275293087
Impact, T. H. E., Influencer, O. F., Of, R., & Intention, P. (2025). Jurnal Analisis dan Manajemen Strategis THE IMPACT OF INFLUENCER MARKETING AND ONLINE REVIEWS ON TIKTOK PRODUCT PURCHASES?: THE MEDIATING Jurnal Analisis dan Manajemen Strategis. 6(2).
Jamilah, S., & Kusuma, K. A. (2024). Online Reviews Significantly Drive TikTok Purchases in Indonesia. Indonesian Journal of Law and Economics Review. https://api.semanticscholar.org/CorpusID:273541136
Kristina, N. A., & Aminah, S. (2023). Pengaruh Content Marketing dan Online Customer Review di TikTok Terhadap Keputusan Pembelian Produk Sabun Cuci Muka Garnier. Journal of Economic, Bussines and Accounting (COSTING). https://api.semanticscholar.org/CorpusID:263721283
Lien, Y., Zhang, R., Harper, F. M., Murdock, V., & B, C. L. (2022). for E-commerce Query Generation (Vol. 2). Springer International Publishing. https://doi.org/10.1007/978-3- 030-99739-7
Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148(May 2021), 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068
Maulid, D. L., Hurriyati, R., & Hendrayati, H. (2022). The Impact of Social Media Marketing on Consumer Purchase Decisions. Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021), 657(Gcbme 2021), 231–235. https://doi.org/10.2991/aebmr.k.220701.045
Munandar, D. (2021). The Role of Digital Marketing, Influencer Marketing and Electronic Word of Mouth (eWOM), on Online Purchase Decisions for Consumers of Private University Students in Bandung West Java. International Journal of Artificial Intelligence Research, 6(1). https://doi.org/10.29099/ijair.v6i1.298
Pranata Putra, H., & R Indika, D. (2023). Análisis Del Modelo De Aceptación De Tecnología En La Tienda Tiktok De La Ciudad De Bekasi En Gen Z Y Milenials. 9(Mei), 63–72.
Rahmadini, I. R. I., & Khuzaini, K. (2023). Pengaruh Digital Marketing Dan Electronic Word of Mouth Terhadap Keputusan Pembelian Melalui Brand Awareness Pada …. Jurnal Ilmu Dan …, 14(5), 109–117.
Rakhmawati, F. (2023). Does Social Media Marketing Influences Consumer Purchase Decisions at Marketplace? Airlangga Journal of Innovation Management, 4(1), 114– 124. https://doi.org/10.20473/ajim.v4i1.45460
Salsabilah, N., Musnaini, M., & Yuniarti, Y. (2024). The Influence of Content Marketing in the Tiktok Application and Online Customer Reviews on Purchasing Decisions for Skincare Skintific (Case Study of Generation Z in Jambi City). East Asian Journal of Multidisciplinary Research, 3(7), 3065–3078. https://doi.org/10.55927/eajmr.v3i7.10127
Santoso, D., & Riyanto, K. (2023). Pengaruh Brand Image, Content Creator, dan Social Media Terhadap Keputusan Pembelian. ARBITRASE: Journal of Economics and Accounting, 4(1), 13–17. https://doi.org/10.47065/arbitrase.v4i1.1092
Serrano, C. M., Wesselink, P. R., & Vervoorn, J. M. (2020). First experiences with patient- centered training in virtual reality. Journal of Dental Education, 84(5), 607–614. https://doi.org/10.1002/jdd.12037
Setia Pratama, A., Ilham, R., Sutomo, S., Hermawan, A., & Wisnu Wardhana, L. (2024). The Effects Of Social Media Content, Influencer Marketing And Customer Reviews On Purchasing Decisions. International Journal of Science, Technology & Management, 5(2), 485–489. https://doi.org/10.46729/ijstm.v5i2.990
Waluyo, A. (2022). Pengaruh Customer Review Dan Influencer Terhadap Keputusan Pembelian Di Online Shop Shopee Dengan Minat Beli Sebagai Variabel Intervening. Srikandi: Journal of Islamic Economics and Banking, 1(2), 103–112. https://doi.org/10.25217/srikandi.v1i2.2027
Waqas, M., Salleh, N. A. M., & Hamzah, Z. L. (2021). Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation. Journal of Interactive Marketing, 56, 106–120. https://doi.org/https://doi.org/10.1016/j.intmar.2021.07.001
Wulan, M. N., Dalimunthe, N. P., Husna, N., & Nurmalia, G. (2024). Content Marketing on TikTok and Online Reviews: Impact on Purchase Intentions and Decisions for Gen Z in Indonesia. Economic Education and Entrepreneurship Journal. https://api.semanticscholar.org/CorpusID:275493986
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Erin Kristina, Realize Realize
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).
