June 14, 2025

The Influence Of Social Media, Customer Testimonials, Content Quality, And User Interaction On Purchase Intention Of Skincare Products In Bengkulu

Key Points

Purchase intention for skincare products is positively influenced by social media, customer testimonials, content quality, and user interaction.
Significant coefficients in a linear regression model indicate a strong relationship among the studied variables, with content quality having the highest impact.
Data was collected from 115 respondents using a questionnaire technique, demonstrating a comprehensive analysis of consumer behavior.
The study underscores the importance of effective marketing strategies in the skincare industry, especially in the context of social media.

Abstract

In line with the advancements of the era, beauty is not only a necessity for the general public but also a prospective business opportunity, as evident in the growing skincare product industry year after year. The aim of this study is to determine whether social media, content quality, customer testimonials, and user interaction influence the purchase intention of skincare products in Bengkulu. This research employs a quantitative approach. Data collection was conducted using a questionnaire technique, with a sample size of 115 respondents. The results of the study indicate that the multiple linear regression model is Y = 0,005 + 0,276 X1 + 0,081 X2 + 0,360 X3 + 0,283X4 + 0,200. The positive coefficients suggest a positive or direct relationship between the variables of social media (X1), customer testimonials (X2), content quality (X3), user interaction (X4), and purchase intention (Y) for skincare products in Bengkulu. The social media test (X1) shows that tcalculated=6.576>ttable=1.981tcalculated = 6.576 > ttable = 1.981 and significance p=0.000ttable=1.981tcalculated = 2.247 > ttable = 1.981 and significance p=0.027ttable=1.981tcalculated = 7.803 > ttable = 1.981 and significance p=0.000ttable=1.981tcalculated = 5.427 > ttable = 1.981 and significance p=0.000FtableFcalculated > Ftable, it can be concluded that the hypothesis is accepted, meaning there is a simultaneous influence of social media (X1), customer testimonials (X2), content quality (X3), and user interaction (X4) on the purchase intention (Y) for skincare products in Bengkulu. This is supported by the significance level of p=0.000<0.05p = 0.000 < 0.05

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