ABSTRACT

This study aims to determine the effect of  influencer marketing, online customer review, and live streaming marketing on purchasing decisions for skincare products at TikTok Shop. This research uses a quantitative  approach. The sampling technique used is non-probability sampling with the quota sampling method. Sampling with a total of 100 respondents. The data collection technique was carried out by distributing questionnaires. Data analysis techniques using data analysis techniques Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Test, Simultaneous Test (F Test), Partial Test (T Test). The result of this study indicates that influencer Marketing has an effect on purchasing decisions for Skincare products. Online customer review affects the decision to purchase Skincare Products. Live Streaming Marketing has an effect on purchasing decisions for Skincare Products on TikTok Shop.

Keywords: Influencer Marketing, Online Customer Review, Live Streaming Marketing, Purchase Decision