PENGARUH ONLINE CUSTOMER REVIEW DAN CONTENT MARKETING PADA TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MERK SCARLETT WHITENING DI KOTA MALANG

This research aism to determine the ifluence of Online Customer Review and
Content Marketing on Tiktok on purchasing decision for Scarlett Whitening brand cosmetic product in Malang city. The population used was all consumers in Malang city who had purchased scarlett whitening brand cosmetic product on tiktok. The sampling technique used was purposive sampling with a total sampel of 100 respondents. The data analysis technique used in this research is multiple linear regresion analysis. The results of the research conclude that online customer review and content marketing on tiktok have a positive and significant effect on purchasing decision for scarlett whitening brand cosmetic products in Malang city.