Analysis of The Influence of Tiktok Social Media on Purchase Intention

Authors

  • Siti Mariam Esa Unggul University, Jakarta
  • Jerry Maratis Esa Unggul University, Jakarta
  • Abdul Haeba Ramli Esa Unggul University, Jakarta

DOI:

https://doi.org/10.31334/bijak.v22i1.4569

Keywords:

Electronic word of mouth, Brand image, Product quality, Purchase intention,

Abstract

TikTok social media initially the application provided entertainment through interesting videos, currently the TikTok application has launched its newest feature, namely e-commerce or online buying and selling transactions called TikTok shop live which facilitates the promotion process and can generate quite large profits. This study adopts a quantitative research method with a descriptive design. In this study it can be seen that electronic word of mouth, product quality, and brand image have an influence in creating purchase intention on Cushion products of the Somethinc, Maybelline, Skintific, Luxcrime, and Wardah brands. Managerial implications that can be taken for Cushion business actors to focus more on marketing strategies to improve product quality, build brand image, and utilize electronic word of mouth as a tool in influencing consumer purchasing decisions.

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Published

2025-03-16

Issue

Vol. 22 No. 1: March 2025

Section

Articles

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