Pengaruh Online Customer Review, Beauty Influencer dan Content Marketing Terhadap Keputusan Pembelian Produk Skincare di Toko Skincare Mommy Kota Madiun

Ardya, Faizana Putri (2025) Pengaruh Online Customer Review, Beauty Influencer dan Content Marketing Terhadap Keputusan Pembelian Produk Skincare di Toko Skincare Mommy Kota Madiun. S1 thesis, Universitas PGRI Madiun.

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Abstract

Faizana Putri Ardya, 2025. The Influence Of Online Customer Reviews, Beauty Influencers, And Content Marketing towards Skincare Product Purchase Decisions at the Skincare Mommy Store in Madiun City. This study aims to analyze the influence of online customer reviews, beauty influencers, and content marketing towards skincare product purchase decisions at the Skincare Mommy Store in Madiun City. The increasing digital marketing activity through social media and the high public interest in local skincare products are the main reasons for this research. This study used a quantitative approach with a survey method and distributed questionnaires to respondents who were Skincare Mommy consumers. The results show that the three independent variables—online customer reviews, beauty influencers, and content marketing—have a positive and significant influence towards purchase decisions. Online customer reviews were the most dominant factor influencing consumer decisions. These findings demonstrate the importance of an appropriate digital marketing strategy in attracting interest and building customer loyalty, especially amidst increasingly fierce competition in the beauty industry. Keywords: Online Customer Reviews, Beauty Influencers, Content Marketing, Purchase Decisions.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Online Customer Review, Beauty Influencer, Content Marketing, Keputusan Pembelian (Online Customer Review, Beauty Influencer, Content Marketing, Purchasing Decisions)
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HC Economic History and Conditions A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ARDYA PUTRI FAIZANA
Date Deposited:	16 Oct 2025 06:57
Last Modified:	16 Oct 2025 06:57
URI:	http://eprint.unipma.ac.id/id/eprint/5573

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