Social media marketing dynamics in the beauty industry: Analyzing the synergistic effects of content marketing and online customer reviews on Hanasui Product purchase intentions through Tiktok
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Juita L D Bessie(1*)
Program Studi Administrasi Bisnis, Universitas Nusa Cendana Kupang
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Diana A N Obe(2)
Program Studi Administrasi Bisnis, Universitas Nusa Cendana Kupang
(*) Corresponding Author
Keywords:
Content Marketing, Online Customer Review, Purchase Intention
Abstract
This study investigates the influence of content marketing and online customer reviews on consumers’ purchase intention toward Hanasui beauty products among followers of the TikTok account @officialhanasui. Adopting a quantitative approach, data were collected from 100 respondents selected through purposive sampling using a structured questionnaire and analyzed using multiple linear regression with SPSS 26. The findings reveal that both content marketing and online customer reviews have positive and significant effects on purchase intention, both individually and jointly. The model demonstrates strong explanatory power, indicating that these two variables account for a substantial proportion of the variation in consumers’ purchase intention. The results suggest that engaging content and credible customer reviews play complementary roles in strengthening consumer confidence and encouraging purchase decisions on social commerce platforms. This study contributes to the growing literature on social media marketing by highlighting the importance of integrating content-driven strategies with user-generated reviews to stimulate consumer purchase intention in the digital beauty market. Future research is encouraged to incorporate additional factors, such as influencer credibility, online customer ratings, and viral marketing, to provide a more comprehensive understanding of consumer behavior on TikTok.
Keywords: Content Marketing; Online Customer Review; Purchase Intention
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References
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Syah, M.A., & Indriani, N. (2020). Pengaruh Online Customer Review terhadap Minat Beli Produk Kosmetik (Studi Kasus pada Pengguna Famaledaily Indonesia). Diponegoro Journal Of Management, 9(3), 55–67.
Suwondo, M.N & Noor, A.A. (2023). Analisis Dominasi Shopee sebagai Primadona Marketplace di Indonesia. J-ESA (Jurnal Ekonomi Syariah), 6(2), 120-131.
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Widayat, et al. (2022). The Relationship Modelling of Advertising, Electronic Word of Mouth and Brand Awareness on Fashion Product Purchasing Decision. JBMP : Jurnal Bisnis, Manajemen & Perbankan. Vol.8 No.2. pp
https://jurnal.kdi.or.id/index.php/eb/article/view/2417/1292.
Bessie, J.L.D & Wie, W. (2024). Pengaruh Social Media Marketing Tiktok Terhadap Minat Beli Konsumen Pada Produk Scarlett Whitening. Journal of Management : Small and Medium Enterprises (SMEs), 17(1), 211-225
Chaffey, Dave & Chadwic, Fiona. E. (2019). Digital Marketing. Seven Edition. United Kingdom : Pearson.
Chaffey, Dave & Chadwic, Fiona. E. (2022). Digital Marketing. Eight Edition. United Kingdom : Pearson.
Chen, Y., et al (2003). Marketing Implications of Online Consumer Product Reviews. Working paper, Department of Marketing, University of Florida.
Ferdinand, A. (2002). Pengembangan Minat Beli Merek Ekstensi. Semarang: Badan Penerbit Universitas Diponegoro.
GoodStats. (2024). 10 Media Sosial Dengan Pengguna Terbanyak 2024. https://data.goodstats.id/statistic/agneszefanyayonatan/10-media-sosial-dengan-pengguna-terbanyak-2024-CaJT , accessed on 11 Februari 2024
Gultom, R & Khoiri, M. (2023). Pengaruh Customer Review, Customer Rating dan Konten Marketing Terhadap Minat Beli Produk Fashion Di Tiktok Shop Kota Batam. Jurnal Ekonomi & Manajemen Indonesia, 23(2), 72-83
https://markethac.id/news/Brand-Lip-Cosmetic-Terlaris-di-E-commerce, accessed on 05 Maret 2024
Khairunnisa, C.J & Suryawardani, B. (2025). The Influence of Online Customer Reviews and Brand Trust on Purchase Intention: A Study of the Skin1004 Cosmetics Brand on the Shopee Marketplace in 2025. IRJEMS International Research Journal of Economics and Management Studies. 4(7). 85-94. https://irjems.org/Volume-4-Issue-7/IRJEMS-V4I7P112.pdf
Kotler, P & Keller, K. L. (2016). Manajemen Pemasaran, Edisi 13. Jakarta: Erlanga
Mackenzie, D & Nichols, J. (2020). TikTok: The Rise of a Global Phenomenon. New York, NY: HarperCollins.
Maharani, N.P.H., Susanti, P.H & Dewi, I.A.S. (2024). Pengaruh Online Customer Review, Online Customer Rating dan Content Marketing Terhadap Minat Beli Pada Marketplace Shopee (Studi Pada Masyarakat Di Kota Denpasar). Widya Amrita : Jurnal Manajemen, Kewirausahaan dan Pariwisata. 4(1), 29-39. https://ejournal.unhi.ac.id/index.php/widyaamrita/article/view/4322.
Mesakh, A.B. et al. (2025). The Influence of Content Marketing and Free Shipping Promotions on Consumers’ Purchase Intention for Jiniso Jeans Products on TikTok Shop. IJSRM : International Journal of Science and Research Methodolog. Vol 28, Issue 11. Pp 1-11.
Nadya, K. (2025). Siapa Pemilik Skincare Hanasui? Ini Dia Produsen dan Foundernya. https://www.idxchannel.com/inspirator/siapa-pemilik-skincare-hanasui-ini-dia-produsen-dan-foundernya/all..
Park, D. H., et al.. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148.
Pasaribu, R., et al. (2023). Pengaruh Content Marketing terhadap Minat Beli Produk Skincare Mahasiswa. Jurnal Manajemen Pemasaran Indonesia. ECOBISMA : Jurnal Ekonomi, Bisnis & Manajemen. 2(2). 81-93.
Permatasari, H.I, et al. (2024). Online customer reviews vs influencer endorsements: Which drives purchase intention through trust? Sebelas Maret Business Review. Vol. 9, No. 2, pp. 119-126
Pransiska, L.A., et al. (2024). Peran Kualitas Produk, Online Customer Review, Dan Customer Rating Terhadap Keputusan Pembelian Produk Kecantikan Pada TikTokshop. COSTING : Journal of Economic Bussines and Accounting 7(2):3619-3627.
Pulizzi, J. (2009). Get Content Get Customers: Turn Prospects into Buyers with Content Marketing. New York, NY: McGraw-Hill.
Pulizzi, J. (2012). The Rise of Storytelling as the new Marketing. Springer Science + Business Media , pp. 116-123
Pulizzi, J. (2013). Epic Content Marketing. New York: McGraw-Hill Education.
Racanti, E & Niccolo, G. (2014). Content Marketing Metrics: Theoretical Aspects And Empirical Evidence. European Scientific Journal.
Raees, S., Hussain, S. M., & Malik, Z. (2025). Factors affecting online purchase intentions of consumers in the cosmetic industry. Review Journal of Social Psychology & Social Works, 3(1), 45–59.
Sekaran, U. and Bougie, R. (2016) Research Methods for Business: A Skill-Building Approach. 7th Edition, Wiley & Sons, West Sussex.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: CV. Alfabeta
Syah, M.A., & Indriani, N. (2020). Pengaruh Online Customer Review terhadap Minat Beli Produk Kosmetik (Studi Kasus pada Pengguna Famaledaily Indonesia). Diponegoro Journal Of Management, 9(3), 55–67.
Suwondo, M.N & Noor, A.A. (2023). Analisis Dominasi Shopee sebagai Primadona Marketplace di Indonesia. J-ESA (Jurnal Ekonomi Syariah), 6(2), 120-131.
We Are Social. (2024). DIGITAL 2024.
https://wearesocial.com/us/blog/2024/01/digital-2024/,
accessed on 11 Februari 2024.
Widayat, et al. (2022). The Relationship Modelling of Advertising, Electronic Word of Mouth and Brand Awareness on Fashion Product Purchasing Decision. JBMP : Jurnal Bisnis, Manajemen & Perbankan. Vol.8 No.2. pp
Published
2026-07-11
How to Cite
Bessie, J., & Obe, D. (2026). Social media marketing dynamics in the beauty industry: Analyzing the synergistic effects of content marketing and online customer reviews on Hanasui Product purchase intentions through Tiktok. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 1305-1319. https://doi.org/10.35508/jom.v19i2.27255
Section
Articles
