The Influence of Online Customer Reviews, Brand Trust, and Perceived Value on Purchase Decisions of Daviena Skincare on TikTok in Surabaya
Abstract
This study was conducted to analyze the extent of the influence of Online Customer Reviews, Brand Trust, and Perceived Value on the Purchase Decision of Daviena Skincare on TikTok in Surabaya City. A quantitative methodology was applied in this study using a questionnaire as the survey instrument, distributed to 112 respondents selected through purposive sampling. The analysis method used was Partial Least Square based on Structural Equation Modeling (PLS-SEM), which was run using the SmartPLS4 application to obtain model estimation results. The study found that Online Customer Reviews did not have a significant effect on Purchase Decisions. Meanwhile, Brand Trust and Perceived Value were found to have a positive and significant effect on Purchase Decisions. These findings indicate that although online reviews are widely available on TikTok, factors such as brand trust and consumers' perceptions of product value remain the primary determinants in purchase decision-making. Based on these findings, it is hoped that Daviena Skincare can continue to build and maintain consumer trust and enhance product value perceptions through consistent quality, transparent information, and good service, in order to retain and increase customer loyalty.
Downloads
References
Abidin, M. (2022). Urgensi Komunikasi Model Stimulus Organism Response (S-O-R) Dalam Meningkatkan Kualitas Pembelajaran. Nivedana : Jurnal Komunikasi & Bahasa, 3(1), 47–59.
Aini, T. M. ‘, Setyariningsih, E., & Utami, B. (2022). Pengaruh Celebrity Endorser, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Pada Produk Handbody Scarlett (Studi Kasus Pada Pengguna Handbody Scarlett Di Wilayah Mojokerto ). Jci : Jurnal Cakrawala Ilmiah , 1(11), 2901–2916.
Apjii. (2024, February 7). Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. Https://Apjii.Or.Id/Berita/D/Apjii-Jumlah-Pengguna-Internet-Indonesia-Tembus-221-Juta-Orang
Assauri, S. (2018). Manajemen Pemasaran: Dasar, Konsep Dan Strategi. Pt Raja Grafindo Persada.
Azzahra, Afwa, A., & Moniko. (2024). The Influence Of Influencer Marketing And Online Customer Reviews On Purchase Intention Through The Perceived Value Of Cosmetic Products On Tiktok Shop (An Empirical Study On Students In The City Of Pekanbaru). Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 12. Https://Doi.Org/10.37676/Ekombis.V12i1
Bahari, Moh. F., & Dermawan, R. (2022). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Pada Aplikasi Tokopedia Di Kecamatan Tanjunganom Kabupaten Nganjuk. Seiko : Journal Of Management & Business, 100–108. Https://Doi.Org/10.37531/Sejaman.V5i2.2109
Baisyir, F., & Quintania, M. (2021). The Graduate Program Of Universitas Galuh Master Of Management Studies Program Pengaruh Experiential Marketing Terhadap Kepuasan Konsumen Dan Dampaknya Terhadap Loyalitas Konsumen. Journal Of Management Review , 5(1), 621. Https://Doi.Org/10.25157/Mr.V5i1.5137
Data Indonesia. (2024, October). Daftar Negara Pengguna Tiktok Terbanyak Per Juli 2024, Indonesia Nomor 1. Https://Dataindonesia.Id/Internet/Detail/Daftar-Negara-Pengguna-Tiktok-Terbanyak-Per-Juli-2024-Indonesia-Nomor-1
Fadilah, A. N., & Jaya, R. C. (2024). Pengaruh Influencer Marketing, Perceived Quality, Dan Bundling Product Terhadap Keputusan Pembelian Produk Daviena Skincare Di Tiktokshop (Studi Pada Pengguna Tiktok). Eco-Buss, 7(2), 1240–1250. Https://Doi.Org/10.32877/Eb.V7i2.1820
Febriana, D. A., & Purwanto, S. (2023). Pengaruh Kepercayaan Dan Daya Tarik Beauty Vlogger Terhadap Keputusan Pembelian Bedak Tabur Pixy (Vol. 6, Issue 1).
Ghozali, I., & Kusumadewi, A. K. D. (2023). Partial Least Square: Konsep, Teknik, Dan Aplikasi Menggunakan Program Smartpls 4.0 Untuk Penelitian Empiri (1st Ed.). Yoga Pratama.
Goodstats. (2024, October 18). Bagaimana Warga Surabaya Memanfaatkan Internet? Https://Data.Goodstats.Id/Statistic/Bagaimana-Warga-Surabaya-Memanfaatkan-Internet-B4jtb
Herviani, V., Hadi, P., & Nobelson3). (2020). Analisis Pengaruh Brand Trust, E-Wom, Dan Social Media Influencer Terhadap Keputusan Pembelian Lipstik Pixy. Prosiding Biema Business Management, Economic, And Accounting National Seminar, 1, 1351–1363.
Hidayat, A., Wijaya, T., Ishak, A., & Endi Catyanadika, P. (2021). Consumer Trust As The Antecedent Of Online Consumer Purchase Decision. Information Mdpi, 12(4). Https://Doi.Org/10.3390/Info12040145
Inggasari, S. M., & Hartati, R. (2022). Pengaruh Celebrity Endorser, Brand Image, Dan Brand Trust Terhadap Keputusan Pembelian Produk Scarlett Whitening. Stim Ykpn : Cakrawangsa Bisnis, 3(1), 1–22.
Kemendag. (2024, January 5). Kemendag Ramal Transaksi E-Commerce Di Ri Tembus Rp533 Triliun. . Https://Www.Kemendag.Go.Id/Berita/Pojok-Media/Kemendag-Ramal-Transaksi-E-Commerce-Di-Ri-Tembus-Rp533-Triliun
Kotler, P., & Armstrong, G. (2019). Prinsip-Prinsip Pemasaran (12th Ed., Vol. 1). (Terjemahan Bob Sabran). Erlangga.
Kristina, A. N., & Aminah, S. (2023). Pengaruh Content Marketing Dan Online Customer Review Di Tiktok Terhadap Keputusan Pembelian Produk Sabun Cuci Muka Garnier. Journal Of Economic, Bussines And Accounting (Costing), 7(1), 1107–1114.
Lia, A., Ibdalsyah, & Hakiem, H. (2022). Pengaruh Persepsi Konsumen, Labelisasi Halal Dan Citra Merek Terhadap Keputusan Pembelian Produk Herbal Skincare Sr12. El- Mal : Jurnal Kajian Ekonomi & Bisnis Islam, 5(2), 263–273. Https://Doi.Org/1047467/Elmal.V5i2.788
Meidiastri, N., Sasmita, E. M., Sari, B., Ekonomi, F., & Bisnis, D. (2025). Pengaruh Kualitas Produk, Persepsi Harga Dan Ulasan Produk Terhadap Keputusan Pembelian Skin Care Somethinc Pada Platform E-Commerce Shopee Di Official Store Somethinc. Ikraith-Ekonomika, 8(2), 266–275. Https://Doi.Org/10.37817/Ikraith-Ekonomika
Meilano, Y., & Hidayat, R. (2020). Analysis Of The Effect Of Customer Engagement And Brand Trust On Purchase Decisions On Skind Aesthetic Products.
Murni, D., & Salim, M. (2024). Ekombis Review-Jurnal Ilmiah Ekonomi Dan Bisnis The Mediating Role Of Trust In The Influence Of Viral Marketing And Online Consumer Reviews On Purchasing Decisions Skintific Product In Tiktok Article History. Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 487–498. Https://Doi.Org/10.37676/Ekombis.V12i1
Ovirya, N., & Saputri, M. E. (2023). Pengaruh Social Media Marketing Dan Customer Online Review Terhadap Keputusan Pembelian Somethinc. Jurnal Informatika Ekonomi Bisnis, 1049–1054. Https://Doi.Org/10.37034/Infeb.V5i3.666
Paramasari, S. N. (2024). The Use Of Beauty Key Opinion Leaders To Build Brand Awareness Of Indonesian Beauty Products Penggunaan Beauty Key Opinion Leader Dalam Strategi Membangun Kesadaran Merek Produk Kecantikan Lokal Indonesia. Kinesik, 11(2), 161–171. Https://Doi.Org/10.22487/Ejk.V11i2.1359
Prasetiawati, F. A., Wardhani, N. I. K., & Izaak, W. C. (2023). The Influence Of Online Customer Reviews And Trust On Purchasing Decisions In E-Commerce Lazada In Surabaya City. International Journal Of Social Science And Education Research Studies, 03(08). Https://Doi.Org/10.55677/Ijssers/V03i8y2023-31
Putri, S. Y., Meria, L., & Amroni. (2023b). Pengaruh Persepsi Nilai Dan Kepercayaan Terhadap Keputusan Pembelian Yang Di Mediasi Oleh Minat Beli. Technomedia Journal, 8(1sp), 92–107. Https://Doi.Org/10.33050/Tmj.V8i1sp.2070
Riyanjaya, N. A., & Andarini, S. (2022). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Minat Beli Produk Wardah Di Situs Belanja Online Shopee. El- Mal : Jurnal Kajian Ekonomi & Bisnis Islam, 3(5), 909–926. Https://Doi.Org/Doi: 1047467/Elmal.V3i5.1179
Sangadji, F. A. P., Fitri, A. C. S., Sitanggang, D. A., Hidayat, R., & Ikaningtyas, M. (2024). Peran Media Sosial Tiktok Sebagai Platform Untuk Pengembangan Bisnis Di Era Digital. In Jurnal Pengabdian Kepada Masyarakat (Vol. 4, Issue 1). Https://Jurnalfkip.Samawa-University.Ac.Id/Karya_Jpm/Index
Sihombing, J. S. F., & Adlina, H. (2024). Pengaruh Celebrity Endorser (Sehun), Brand Trust, Dan Viral Marketingterhadap Keputusan Pembelian Produk Whitelab (Studi Pemasaran Produk Whitelab Pada Followers Instagram @Whitelab.Id). Ebisman : Ebisnis Manajemen , 2(2), 70–82. Https://Doi.Org/Https://Doi.Org/10.59603/Ebisman.V2i2.400
Slice. (2024, March 17). Tren Pengguna Media Sosial Dan Digital Marketing Indonesia. . Https://Www.Slice.Id/Blog/Tren-Pengguna-Media-Sosial-Dan-Digital-Marketing-Indonesia-2024
Stefani, V., Listiana, E., Afifah, N., Setiawan, H., & Fitriana, A. (2023). The Influence Of Online Customer Review, Live Tiktok, On Purchase Decision Of Somethinc Products With Customer Trust As A Mediation Variable On Tiktok Social Media. Jurnal Ekonomi, 12(04), 1858–1869. Http://Ejournal.Seaninstitute.Or.Id/Index.Php/Ekonomi
Susmonowati, T., & Khotimah, H. (2021). Pengaruh Electronic Word Of Mouth Dan Persepsi Nilai Terhadap Keputusan Pembelian Pada Situs Lazada. Jurnal Lentera Bisnis, 10(2), 197. Https://Doi.Org/10.34127/Jrlab.V10i2.408
Utami, N. I. P., Siregar, Z. M. E., & Rafika, M. (2023). The Mediating Role Of E-Trust In The Relationship Of E-Rating, E-Review, And Cash On Delivery System On Customer Purchasing Decisions: Evidence From Tiktok Shop Platform In Rantauprapat. In Indonesian Interdisciplinary Journal Of Sharia Economics (Iijse) (Vol. 6, Issue 3).
Yuliansyah, A., & Handoko, T. D. (2019). Pengaruh Perceived Quality Dan Perceived Value Terhadap Brand Loyalty Melalui Customer Satisfaction J-Klin Beauty Jember. Journal Of Economic, Bussines And Accounting (Costing), 2(2), 292–301. Https://Doi.Org/10.31539/Costing.V2i2.560
Copyright (c) 2026 Annisa Putri Arifin, Siti Aminah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
