The influence of content marketing, live streaming, and online customer reviews on the decision to buy Skintific skincare products on Shopee
DOI:
https://doi.org/10.30871/jaba.13765Keywords:
Content Marketing, Live Streaming, Online Customer Review, Purchase Decision, E-commerce ShopeeAbstract
Consumer shopping behavior has changed along with the rapid growth of e-commerce, especially in the online skincare sector. Purchase decisions are now strongly influenced by digital marketing strategies such as content marketing, live streaming, and online customer reviews. This study examines the effects of these three variables on purchase decisions for Skintific skincare products on Shopee in Batam City. Using a quantitative survey with non-probability sampling, the study collected data from 385 respondents who had purchased Skintific skincare products at least twice in the last six months. The data were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0. All research hypotheses were accepted: partially and simultaneously, content marketing, live streaming, and online customer reviews have a positive and significant effect on purchase decisions, with online customer reviews being the most dominant factor. Practically, the findings suggest that Skintific and Shopee sellers can strengthen their marketing by encouraging honest and informative customer reviews, creating relevant and clear promotional content, and increasing interaction during live streams to build consumer trust and drive purchase decisions.
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