ANALISIS REVIEW PRODUK DAN PEMASARAN KONTEN PADA PRODUK SKINTIFIC DI TIKTOK SHOP DALAM MEMPENGARUHI MINAT BELI MAHASISWA DI KOTA MAKASSAR

I Made Widhi Nugraha. 2025. Analysis of Product Reviews and Content Marketing of Skintific Skincare Products on TikTok Shop in Influencing Student Purchase Interest in Makassar City, supervised by Mutiarini Mubyl and Januar Kulsaputro.
This study aims to analyze the influence of product reviews and content marketing on student purchase interest in Makassar City, focusing on Skintific products marketed through TikTok Shop.
The research method uses a quantitative approach by distributing e-
questionnaires designed using a Likert scale to measure respondent perceptions regarding the variables of product reviews, content marketing, and purchase interest. Data was collected from 120 students in Makassar and analyzed using SPSS29 to understand the relationship between these variables.
The research results show that (1) there is a positive and significant influence between product reviews and content marketing on student purchase interest. (2) The variable of content marketing has the most dominant influence on student purchase interest in Makassar City.