PENGARUH CONTENT MARKETING, ONLINE CUSTEMER REVIEW, DAN VISUAL MERCHANDISING TERHADAP KEPUTUSAN PEMBELIAN SKINCARE AZARINE DI TIKTOK SHOP (STUDI KASUS PADA MASYRAKAT DI KOTA SEMARANG)

Abstract

This study aims to determine the effect of content marketing, online customer reviews, and visual merchandising on purchasing decisions for Azarine skincare at Tiktok Shop for the public in Semarang City. Data was collected through a survey with 100 respondents. Researchers used primary data obtained from distributing questionnaires via Google Form to Azarine consumers in Semarang City. The technique used in sampling is non-probability sampling with purposive sampling method. Respondents in this study are users of Azarine products. The results of this study are Content Marketing has a positive and significant influence on purchasing decisions for Azarine skincare products at tiktokshop in the community in Semarang City. Online customer review has a positive effect on the decision to purchase Azarine skincare products at tiktok shop in the community in Semarang City. Visual melrchandising has a polsitive and significant effect on the decision to purchase Azarinel products at tiktolksholp in the community in Semarang City. Keywords: Content Marketing, Online Custemer Review, Visual Merchandising, Purchase Decision