Impact of TikTok Marketing and Brand Awareness on Consumer Purchase Intention for Skinflair Product
Keywords:
TikTok Marketing, Brand Awareness, Purchase IntentionAbstract
Introduction/Main Objectives: This study aims to analyze the impact of TikTok digital marketing and brand awareness on consumer purchase intention for Skinflair products, a local Indonesian beauty brand actively utilizing social media as its primary marketing platform.
Background Problems: The rapid digitalization of the beauty industry has shifted marketing strategies from conventional to digital approaches, particularly through TikTok, which enables brands to reach wider audiences using short videos and interactive live streaming features. However, limited research has empirically examined how TikTok marketing and brand awareness influence purchasing decisions for local beauty brands such as Skinflair.
Novelty: This research highlights the relationship between TikTok digital marketing and brand awareness in the context of Indonesian local beauty brands. Unlike previous studies, this study focuses on how interactivity, information, and originality of TikTok content, along with consumer recognition of the brand, drive purchase intention toward Skinflair.
Research Methods: This study employs a quantitative approach with a causal associative method. Data were collected through online questionnaires distributed to 100 TikTok users who have purchased Skinflair products. Data analysis includes validity and reliability testing, classical assumption testing, t-tests, and coefficient of determination (R²) using SPSS.
Finding/Results: The results indicate that TikTok digital marketing has a positive and significant effect on consumer purchase decisions (p < 0.01). Brand awareness also shows a positive and significant effect (p < 0.001). Together, both variables explain 44.6% of the variance in consumer purchase intention for Skinflair products.
Conclusion: TikTok digital marketing and brand awareness play crucial roles in influencing consumer purchase decisions. Promotional strategies through interactive video content and live streaming on TikTok effectively enhance brand recognition and strengthen purchase intention toward local beauty products such as Skinflair.
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