Influence of Tik Tok Beauty Content Creator on Purchasing Decisions of Cosmetics Product by Student at Communication Studies and Multimedia in Mercu Buana University Yogyakarta 2023

Aulya Yassyifa; M. Nastain; Nur Siva

doi:10.55927/eajmr.v4i2.11

Authors

Aulya Yassyifa Mercu Buana University Yogyakarta
M. Nastain Mercu Buana University Yogyakarta
Nur Siva Mercu Buana University Yogyakarta

DOI:

https://doi.org/10.55927/eajmr.v4i2.11

Keywords:

Beauty Content Creator, Purchase Decision, Multimedia

Abstract

The study examines the influence of TikTok beauty content creators on cosmetic purchasing decisions among students of the Faculty of Communication and Multimedia, Mercu Buana University Yogyakarta. Using Chris Heur’s 4C theory for the independent variable and Philip Kotler & Kevin Lane Keller’s decision-making process theory, the research employs a quantitative survey method with questionnaires for data collection. The sample consists of 93 students selected through purposive sampling based on the Slovin formula. Results indicate a significant influence, with beauty content creators on TikTok accounting for 74.6% of purchasing decisions, while the remaining 25.4% is influenced by other factors.

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