Pengaruh Short Form Video, Kredibilitas Influencer, dan Content Review terhadap Keputusan Pembelian Lip Cream OMG Melalui Kepercayaan Konsumen di TikTok

Authors

  • Naelis Ardyadiva Putri Universitas Muhadi Setiabudi
  • Syariefful Ikhwan Universitas Muhadi Setiabudi
  • Dumadi Dumadi Universitas Muhadi Setiabudi

DOI:

https://doi.org/10.55606/jumbiku.v6i2.7606

Keywords:

Beauty Influencer, Consumer Trust, Content Review, Purchase Decision, Short Video

Abstract

Digital marketing through TikTok exposes consumers to short videos, Influencer endorsements, and product reviews, yet exposure does not necessarily translate into trust or actual purchasing decisions. This study examined the effects of Short Form Video, beauty Influencer credibility, and Content Review on purchase decisions for OMG Lip Cream through consumer trust. A quantitative explanatory survey was conducted in Brebes Regency from January to May 2026. Data were collected through an online questionnaire using a seven-point Likert scale from 219 purposively selected TikTok users who had viewed relevant content and purchased OMG Lip Cream. The data were analyzed with descriptive statistics, validity and reliability tests, confirmatory factor analysis, covariance-based structural equation modeling, goodness-of-fit assessment, direct-effect testing, and bias-corrected indirect-effect testing using IBM SPSS Statistics and IBM SPSS AMOS. The final model demonstrated a good fit. Content Review had a positive and significant effect on consumer trust, whereas Short Form Video and beauty Influencer credibility did not. None of the three digital marketing variables directly affected purchase decisions, and consumer trust did not affect purchase decisions. Consumer trust also failed to mediate all three relationships. The findings emphasize authentic, balanced, experience-based reviews rather than promotional exposure alone.

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Published

2026-07-21

How to Cite

Naelis Ardyadiva Putri, Syariefful Ikhwan, & Dumadi Dumadi. (2026). Pengaruh Short Form Video, Kredibilitas Influencer, dan Content Review terhadap Keputusan Pembelian Lip Cream OMG Melalui Kepercayaan Konsumen di TikTok. Jurnal Manajemen, Bisnis Dan Kewirausahaan, 6(2), 86–109. https://doi.org/10.55606/jumbiku.v6i2.7606

Issue

Vol. 6 No. 2 (2026): Agustus : Jurnal Manajemen, Bisnis dan Kewirausahaan (JUMBIKU)

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Articles

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Copyright (c) 2026 Jurnal Manajemen, Bisnis dan Kewirausahaan

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