Examining the Impact of Online Customer Reviews and Live Streaming on Skincare Purchase Decisions Through Purchase Intention
Purpose: This study investigates the influence of online customer reviews and live streaming on purchasing decisions related to skincare products, with purchase intention serving as a mediating variable. It explores how online reviews and the interactive features of live streaming shape consumer en...
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| Format: | Article |
| Language: | English |
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Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business
2025-06-01
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| Series: | Journal of Enterprise and Development |
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| Online Access: | https://journal.uinmataram.ac.id/index.php/jed/article/view/13377 |
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| author | Shofa Qosidatul Ghautsiyyah Yayuk Sri Rahayu |
| author_facet | Shofa Qosidatul Ghautsiyyah Yayuk Sri Rahayu |
| author_sort | Shofa Qosidatul Ghautsiyyah |
| collection | DOAJ |
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Purpose: This study investigates the influence of online customer reviews and live streaming on purchasing decisions related to skincare products, with purchase intention serving as a mediating variable. It explores how online reviews and the interactive features of live streaming shape consumer engagement and decision-making processes among Generation Z and Millennial users on social media platforms, particularly TikTok.
Method: A quantitative research design was employed using purposive sampling, involving 180 Gen Z and Millennial TikTok users who are active consumers of skincare products. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 software.
Results: The findings indicate that online customer reviews exert a significant positive influence on both purchase intention and purchasing decisions. Live streaming significantly affects purchase intention; however, it does not have a direct effect on purchasing decisions. Furthermore, purchase intention is found to mediate the relationship between both online customer reviews and live streaming with purchasing decisions.
Practical Implications for Economic Growth and Development: The study provides valuable insights for skincare brands aiming to optimize their marketing strategies on TikTok. By leveraging credible user-generated reviews and engaging live streaming content, businesses can enhance consumers’ purchase intention, thereby potentially increasing sales. These findings contribute to the development of effective social commerce strategies and support the broader growth of the digital economy within local markets.
Originality/Value: The novelty of this study lies in its specific focus on TikTok as a social commerce platform and the skincare industry as its market context.
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| format | Article |
| id | doaj-art-4b2d27f120cf4a6ba0745bafc1938027 |
| institution | Kabale University |
| issn | 2715-3118 2685-8258 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business |
| record_format | Article |
| series | Journal of Enterprise and Development |
| spelling | doaj-art-4b2d27f120cf4a6ba0745bafc19380272025-08-20T03:45:43ZengUniversitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and BusinessJournal of Enterprise and Development2715-31182685-82582025-06-017210.20414/jed.v7i2.13377Examining the Impact of Online Customer Reviews and Live Streaming on Skincare Purchase Decisions Through Purchase IntentionShofa Qosidatul Ghautsiyyah0Yayuk Sri Rahayu1State Islamic University of Maulana Malik Ibrahim Malang, IndonesiaState Islamic University of Maulana Malik Ibrahim Malang, Indonesia Purpose: This study investigates the influence of online customer reviews and live streaming on purchasing decisions related to skincare products, with purchase intention serving as a mediating variable. It explores how online reviews and the interactive features of live streaming shape consumer engagement and decision-making processes among Generation Z and Millennial users on social media platforms, particularly TikTok. Method: A quantitative research design was employed using purposive sampling, involving 180 Gen Z and Millennial TikTok users who are active consumers of skincare products. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 software. Results: The findings indicate that online customer reviews exert a significant positive influence on both purchase intention and purchasing decisions. Live streaming significantly affects purchase intention; however, it does not have a direct effect on purchasing decisions. Furthermore, purchase intention is found to mediate the relationship between both online customer reviews and live streaming with purchasing decisions. Practical Implications for Economic Growth and Development: The study provides valuable insights for skincare brands aiming to optimize their marketing strategies on TikTok. By leveraging credible user-generated reviews and engaging live streaming content, businesses can enhance consumers’ purchase intention, thereby potentially increasing sales. These findings contribute to the development of effective social commerce strategies and support the broader growth of the digital economy within local markets. Originality/Value: The novelty of this study lies in its specific focus on TikTok as a social commerce platform and the skincare industry as its market context. https://journal.uinmataram.ac.id/index.php/jed/article/view/13377Online Customer ReviewLive StreamingPurchasing DecisionPurchase IntentionSkincare IndustryTikTok |
| spellingShingle | Shofa Qosidatul Ghautsiyyah Yayuk Sri Rahayu Examining the Impact of Online Customer Reviews and Live Streaming on Skincare Purchase Decisions Through Purchase Intention Journal of Enterprise and Development Online Customer Review Live Streaming Purchasing Decision Purchase Intention Skincare Industry TikTok |
| title | Examining the Impact of Online Customer Reviews and Live Streaming on Skincare Purchase Decisions Through Purchase Intention |
| title_full | Examining the Impact of Online Customer Reviews and Live Streaming on Skincare Purchase Decisions Through Purchase Intention |
| title_fullStr | Examining the Impact of Online Customer Reviews and Live Streaming on Skincare Purchase Decisions Through Purchase Intention |
| title_full_unstemmed | Examining the Impact of Online Customer Reviews and Live Streaming on Skincare Purchase Decisions Through Purchase Intention |
| title_short | Examining the Impact of Online Customer Reviews and Live Streaming on Skincare Purchase Decisions Through Purchase Intention |
| title_sort | examining the impact of online customer reviews and live streaming on skincare purchase decisions through purchase intention |
| topic | Online Customer Review Live Streaming Purchasing Decision Purchase Intention Skincare Industry TikTok |
| url | https://journal.uinmataram.ac.id/index.php/jed/article/view/13377 |
| work_keys_str_mv | AT shofaqosidatulghautsiyyah examiningtheimpactofonlinecustomerreviewsandlivestreamingonskincarepurchasedecisionsthroughpurchaseintention AT yayuksrirahayu examiningtheimpactofonlinecustomerreviewsandlivestreamingonskincarepurchasedecisionsthroughpurchaseintention |