PENGARUH BRAND REPUTATION DAN ONLINE CUSTOMER REVIEW PADA MEDIA SOSIAL TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN MS GLOW PADA MAHASISWA

Abstract

The issue of the MS Glow split has become a hot topic on social media, particularly TikTok,
potentially influencing consumer perceptions of brand reputation and product purchasing
decisions. Furthermore, consumer reviews shared on these digital platforms are often used
as primary sources of information before consumers make purchasing decisions. This study
aims to determine the influence of brand reputation and online customer reviews on TikTok
on purchasing decisions for MS Glow beauty products among college students. The study
employed a quantitative explanatory approach with a survey method by distributing
questionnaires to 101 TikTok-using student respondents who had purchased MS Glow
products, selected using a purposive sampling technique. This study employed consumer
behavior theory and data analysis techniques were conducted through validity tests,
reliability tests, and simple linear regression using SPSS software. The results showed that
brand reputation had a positive and significant effect on purchasing decisions. Meanwhile,
online customer reviews were also shown to have a positive and significant effect on
purchasing decisions with a significant value.