Abstract
Abstract: In the digital age, social media is used to interact to do business. One of the emerging social media is TikTok. With these social media, it creates influencers who create a variety of video content that works with a brand to promote a product or service. Endorse is a form of digital marketing advertising that involves other parties to support or promote a product or service so as to attract the interest of potential buyers. Online customer review is a tool that allows customers to freely and easily share their thoughts about products or services online. The purpose of this study is to find out the influence of Online Customer Review (X1), Endorsement Influencer (X2), and Buying Interest (Y). The survey population was consumers who were interested or purchased Skintific products due to Online Customer Review and Endorsement Influencer on TikTok Social Media. The sampling technique uses Purposive Sampling with the number of samples as many as 55. This data analysis technique uses PSPP software. The results of this research show that Online Customer Review and Endorsement Influencers have a positive and significant influence on Skintific Product Buy Interest on TikTok Social Media. Abstrak: Pada era digital, media sosial digunakan untuk berinteraksi hingga berbisnis. Salah satunya media sosial yang sedang berkembang yaitu TikTok. Dengan adanya media sosial ini, menciptakan influencer yang membuat berbagai konten video yang bekerja sama dengan suatu merek guna mempromosikan produk atau jasa. Endorse adalah salah satu bentuk digital marketing periklanan yang melibatkan pihak lain untuk mendukung atau mempromosikan sebuah produk atau jasa sehingga menarik minat beli pembeli potensial. Online customer review adalah alat yang memungkinkan pelanggan secara bebas dan mudah membagikan pemikiran mereka tentang produk atau jasa secara online. Tujuan penelitian ini adalah untuk mengetahui pengaruh Online Customer Review (X1), Endorsement Influencer (X2), dan Minat Beli (Y). Populasi penelitian ini adalah konsumen yang pernah berminat atau membeli produk Skintific dikarenakan Online Customer Review dan Endorsement Influencer pada Media Sosial TikTok. Teknik pengambilan sampel menggunakan Purposive Sampling dengan jumlah sampel sebanyak 55. Teknik analisis data penelitian ini menggunakan software PSPP. Hasil penelitian ini menunjukan bahwa Online Customer Review dan Endorsement Influencer berpengaruh secara positif dan signifikan terhadap Minat Beli produk Skintific pada Media Sosial TikTok.
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