Pengaruh Beauty Influencer dan Online Customer Review terhadap Keputusan Pembelian Produk Skincare Avoskin melalui Kepercayaan Konsumen The Effect of Beauty Influencer and Online Customer Review on Purchase Decisions for Avoskin Skincare Products through Consumer Trust

Crossmark

Article Sidebar

Page Numbers: 2668-2689
Download PDF
Published: May 5, 2026
Digital Object Identifier: 10.58578/arzusin.v6i4.9954
Save this to:
Save to Mendeley Download RIS

Article Metrics:
Viewed: 96 times
Downloaded: 75 times
Article can trace at:

Author Fee:
Free Publication Fees for Foreign Researchers (USD 0.00)
Check for article on SINTA:

LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers

Connected Papers:
Connected Papers


Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.


Authors:
Mutiara Lestari1*, Budhi Cahyono2
Copyright :

Authors retain copyright and grant the journal right of first publication.

Explore Our Journals
Find the journal that best fits your research. If this journal does not match your manuscript’s scope, explore our portfolio below to select a more suitable publication venue.

Main Article Content

Mutiara Lestari
Universitas Islam Sultan Agung
Budhi Cahyono
Universitas Islam Sultan Agung

Abstract

The high level of competition in the skincare industry on e-commerce platforms, particularly TikTok Shop, requires digital marketing strategies capable of encouraging consumer purchase decisions. In this context, beauty influencers and online customer reviews are assumed to play an important role in shaping consumer trust, which affects purchase decisions for Avoskin skincare products. This study aimed to analyze the influence of beauty influencers and online customer reviews on purchase decisions for Avoskin skincare products through consumer trust. This study used a quantitative approach with a causal design. The research population consisted of TikTok Shop users in Semarang City with an unknown total population, while a sample of 100 respondents was determined using purposive sampling. Data were collected using an online questionnaire and analyzed through multiple linear regression with the assistance of SPSS. The results showed that beauty influencers and online customer reviews had a positive and significant effect on both consumer trust and purchase decisions. However, consumer trust had a positive but insignificant effect on purchase decisions. Thus, marketing strategies through beauty influencers and consumer reviews proved effective in increasing purchase decisions for Avoskin skincare products, although the role of consumer trust as a mediating variable was not yet optimal.

Keywords:
Share Article:

Citation Metrics:

Scopus

Downloads

Download data is not yet available.

Citation Metrics & Similar Scopus Articles

Data source Crossref
0
citations
Citation counts are source-specific and may differ because database coverage, reference matching, and update schedules are different. Counts are not added together. Crossref values represent citation links registered and matched by Crossref.
Check Secondary Documents in Scopus
Open this article in Scopus, then check the Secondary documents tab. Use Manual Citation Fallback only for counts you have verified manually.
Open in Scopus
Similar Scopus Articles
Scopus
  1. Chen G. (2027)
    Online intelligent diagnosis of photovoltaic micro-grid system faults based on MAFDT
    Electric Power Systems Research, 263
  2. Schwenke M. (2027)
    Distribution networks providing reactive power as an ancillary service: Hierarchical integration of online feedback optimisation and fuzzy control
    Electric Power Systems Research, 263
  3. Hémono P. (2027)
    Automatic behavior tree generation for enhanced human–robot collaborative task planning in industry 5.0: A systematic review
    Robotics and Computer Integrated Manufacturing, 103

Article Details

How to Cite
Lestari, M., & Cahyono, B. (2026). Pengaruh Beauty Influencer dan Online Customer Review terhadap Keputusan Pembelian Produk Skincare Avoskin melalui Kepercayaan Konsumen. ARZUSIN, 6(4), 2668-2689. https://doi.org/10.58578/arzusin.v6i4.9954

Creative Commons License
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

References

Adha, N., Haidar, K., Sudarman, S., & Ellyawati, N. (2026). Pengaruh Live Streaming dan Online Customer Review terhadap Keputusan Pembelian di Aplikasi TikTok Shop pada Kalangan Mahasiswa Jurusan Ilmu Pengetahuan Sosial Universitas Mulawarman. RIGGS: Journal of Artificial Intelligence and Digital Business, 5(1), 8399–8406. https://doi.org/10.31004/riggs.v5i1.7084

Ajzen, I., & Schmidt, P. (2020). Changing behavior using the theory of planned behavior. In M. S. Hagger, L. D. Cameron, K. Hamilton, N. Hankonen, & T. Lintunen (Eds.), The handbook of behavior change (pp. 17–31). Cambridge University Press. https://doi.org/10.1017/9781108677318.002

Barman, M. S., & Singh, D. D. V. (2024). Bridging knowledge: The role of preservation materials in safeguarding library collections and enhancing cultural continuity. Central Asia and the Caucasus, 25(1), 46–52. https://ca-c.org/index.php/cac/article/view/1885

Evelyna, F. (2021). Theory of Planned Behavior untuk Memprediksi Niat Pembelian Tiket secara Online pada Generasi Milenial. Jurnal Bisnis, Manajemen, dan Akuntansi, 8(1), 1–19. https://doi.org/10.54131/jbma.v8i1.113

Fitri, A., & Dewi, A. F. (2025). Pengaruh Kualitas Layanan, Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Produk Korset di Shopee. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), 7351–7365. https://doi.org/10.31004/riggs.v4i3.3090

Hassanah, A. U., & Fitri, T. S. S. (2024). Pengaruh Lifestyle, Rating Brand, dan Review Beauty Influencer terhadap Keputusan Pembelian Skincare. Jurnal Media Akademik (JMA), 2(12), 1–20. https://doi.org/10.62281/v2i12.1397

Joy, S. K., & Tjiptodjojo, K. I. (2024). Pengaruh Online Customer Review dan Rating terhadap Keputusan Pembelian yang Dimediasi dengan Kepercayaan. Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), 6(2), 76–83. https://doi.org/10.47065/ekuitas.v6i2.6241

Khaerunisa, R., & Husain, F. (2025). Experience dan Persepsi Perempuan terhadap Dampak Kesehatan Kulit dalam Keputusan Penggunaan Produk Skincare. Sosioglobal: Jurnal Pemikiran dan Penelitian Sosiologi, 9(2), 113–132. https://doi.org/10.24198/jsg.v9i2.61544

Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing management (4th European ed.). Pearson.

Manurung, M. H., Djong, A. M. R., Nugroho, T., & Faskahariyanto, K. (2025). Pengaruh Aktivitas Live Streaming dan Ulasan Cutomer terhadap Keputusan Pembelian dengan Variabel Moderasi Minat Beli pada E-Marketplace Shopee (Studi pada UMKM Nusantara Jaya Fashion). ProBank: Jurnal Ekonomi dan Perbankan, 10(1), 99–114. https://doi.org/10.36587/probank.v10i1.1920

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302

Nalio, O. E., Octavianti, M., & Nurfadila, F. (2024). Kredibilitas Beauty Influencer dalam Membentuk Minat Beli Followers. Sintesa: Jurnal Ilmiah Kajian Komunikasi, 3(2), 84–102. https://doi.org/10.30996/sintesa.v3i02.11211

Nasikhin, M. N. A. K., Sundari, A., Syaikhuddin, A. Y., & Tyas, S. N. (2025). Buying interest in TikTok Shop: The role of live streaming, reviews, and influencers. Klabat Journal of Management, 6(1), 50–64. https://doi.org/10.60090/kjm.v6i1.1238.50-64

Noviarafita, G. M., & Nirawati, L. (2025). The influence of live streaming, content marketing, and online customer reviews on purchase decisions (A study on TikTok Shop Ceilo Official). Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3), 9895–9907. https://doi.org/10.31538/iijse.v8i3.6890

Oktafiani, F., & Hargyatni, T. (2025). Pengaruh Online Customer Review, Content Marketing dan Brand Love terhadap Keputusan Pembelian Produk Skintific pada Platform TikTok Shop. Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis, 5(3), 860–874. https://doi.org/10.55606/jaemb.v5i3.8391

Rosiqin, K., & Anshori, M. I. (2024). Manajemen Perbedaan Budaya dalam Organisasi Global Perusahaan Multinasional: Systematic Literature Review. YUME: Journal of Management, 7(3), 1512–1522. https://doi.org/10.37531/yum.v7i3.7838

Sanjaya, V. F., & Hernita, S. J. (2020). Review Konsumen dalam Jaringan (Daring), Komunitas Merek, Kepercayaan serta Keputusan Pembelian Konsumen di Indonesia. Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam, 4(2), 273–284. https://doi.org/10.30868/ad.v4i02.945

Septiarani, V. K., & Laily, N. (2023). Pengaruh Citra Merek, Harga, dan E-WOM terhadap Keputusan Pembelian Produk Kosmetik Emina (Studi pada Siswi SMA Hang Tuah 2 Sidoarjo). Jurnal Ilmu dan Riset Manajemen, 12(12), 1–14. https://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/5696

Thania, G. S. K., & Anggarini, Y. (2021). Pengaruh Gaya Hidup, Online Festival, dan Beauty Influencer terhadap Keputusan Pembelian Produk di Masa Pandemi Covid-19. Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa, 2(2), 275–286. https://doi.org/10.35917/cb.v2i2.266

Tonda, F., & Khan, M. A. (2024). Pengaruh Promosi dan Online Customer Reviews terhadap Keputusan Pembelian Melalui Minat Beli (Literature Review Manajemen Pemasaran). Jurnal Manajemen dan Pemasaran Digital, 2(3), 305–318. https://doi.org/10.38035/jmpd.v2i3.213

Utami, D. F. T., & Ahmadi, M. A. (2024). Pengaruh Fitur Live Streaming dan Content Marketing terhadap Keputusan Pembelian Konsumen pada TikTok Shop. Idarah: Jurnal Manajemen Pemasaran, 1(2), 51–58. https://doi.org/10.70283/idarah.v1i2.37