THE INFLUENCE OF THE DOKTER DETEKTIF INFLUENCER, BRAND TRUST, AND ONLINE CUSTOMER RATINGS ON PURCHASE DECISIONS FOR DAVIENA SKINCARE PRODUCTS FOLLOWING ALLEGATIONS OF OVERCLAIMING ON TIKTOK

Yunita Aulia, Hendra Setiawan

Abstract


This study aims to analyze the influence of the Dokter Detektif influencer, brand trust, and online customer ratings on purchasing decisions for Daviena Skincare products among Generation Z in Madiun City, following allegations of exaggerated product claims overclaims on TikTok. The study employs a quantitative approach with 385 respondents selected via purposive sampling. Data were collected through online questionnaires and analyzed using multiple linear regression with SPSS version 25. The results indicate that the Dokter Detektif influencer, brand trust, and online customer ratings have a positive and significant influence on purchasing decisions. These findings highlight the importance of digital information and consumer evaluation in the purchasing decision process. Consequently, skincare brands need to maintain transparency regarding product claims and consumer trust, as well as actively manage ratings and reviews. Future research could incorporate additional variables and a broader range of respondent characteristics.


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