Faktor-Faktor yang Memengaruhi Purchase Intention pada Produk Skincare Moisturizer di Tiktok
DOI:
https://doi.org/10.47747/snfmi.v3i1.3221Abstract
This research aims to analyse a consumer trust in skincare products on social media and examine the influence of online reviews, celebrity credibility, and content marketing on brand trust, as well as the influence of brand trust on purchase intention for the Glad2Glow Peach Retinol Moisturizer on TikTok. The study employs a quantitative approach, collecting data through a survey of 204 respondents who are TikTok users from Generation Z who are familiar with and have seen content related to the product. The data obtained were analyzed using the Partial Least Squares (PLS) technique via SmartPLS 4. The results of the study indicate that online reviews, celebrity credibility, and content marketing have a significant positive influence on brand trust. Additionally, brand trust also has a significant positive influence on purchase intention. These findings reinforce the importance of social media marketing strategies in building brand trust and driving consumer purchase intention toward skincare products on social media platforms.
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