The Influence of Price Discounts, Online Customer Reviews and Influencer Marketing on Skincare Purchasing Decisions at TikTok Shop (Systematic Literature Review)

The evolving lifestyle in the modern era encourages everyone to pay more attention to appearance, especially for women who are now always trying to look beautiful and attractive to support their activities. This study aims to examine the effect of price discounts, online customer reviews, and influencer marketing on purchasing decisions skincare at TikTok Shop through the Systematic Literature Review method and PRISMA analysis. From the initial identification process of 260 articles, 80 were screened, 25 were evaluated for eligibility, and finally 20 articles were analyzed. The study results show that the three variables have a positive and significant influence on purchasing decisions. These factors complement each other in shaping perceived value and consumer trust. The findings provide theoretical contributions to the study of consumer behavior as well as practical implications for marketers in designing promotional strategies on digital platforms.