Pengaruh Content Marketing dan Electronic Word of Mouth terhadap Impulsive Buying Produk Skincare Facetology Pengguna TikTok

The Influence of Content Marketing and Electronic Word of Mouth on Impulsive Buying of TikTok User's Facetology Skincare Products

Abstract

Indonesia's beauty industry has grown rapidly alongside rising public interest in skincare and the use of TikTok as a marketing channel. Facetology, a local skincare brand, shows high sales performance on TikTok Shop, allegedly driven by content marketing and electronic word of mouth (e-WOM), encouraging impulsive buying. This study aims to determine the partial and simultaneous influence of content marketing and e-WOM on impulsive buying of Facetology products among TikTok users in Bekasi Regency. A quantitative survey method was used, involving 100 respondents selected through purposive sampling, analyzed using instrument tests, classical assumption tests, and multiple linear regression with IBM SPSS version 27. Results show content marketing has a positive and significant partial effect (t-count 11.079 > t-table 1.985; sig. 0.000 < 0.05). E-WOM also has a positive and significant partial effect (t-count 2.422 > t-table 1.985; sig. 0.017 < 0.05). Simultaneously, both variables significantly affect impulsive buying (F-count 144.153 > F-table 3.090; sig. 0.000 < 0.05), contributing 74,3% (Adjusted R Square).

Keywords: Content Marketing, Electronic Word of Mouth, Impulsive Buying, TikTok, Skincare