Authors :
Rizki Galura Septiana; Mirza
Volume/Issue :
Volume 9 - 2024, Issue 1 - January
Google Scholar :
http://tinyurl.com/y8wtxex2
Scribd :
http://tinyurl.com/2xc69kwp
DOI :
https://doi.org/10.5281/zenodo.10634348
Abstract :
The objective of this research is to examine how
e-commerce, trust, content marketing, and brand image on
the purchase decision of skincare products on TikTok. The
study population consists of TikTok users living in Jakarta
who have experience purchasing skincare products on
TikTok, with a sample size of 100 individuals. The data
analysis method employed is structural equation modeling
- partial least squares (SEM-PLS). The study's results
reveal that e-commerce and content marketing exert a
positive and statistically significant influence on purchase
decisions. Conversely, trust and brand image demonstrate
a positive impact, although not statistically significant
regarding purchase decisions.
Keywords :
Purchase Decision, E-WOM, Trust, Content Marketing, Brand Image.
The objective of this research is to examine how
e-commerce, trust, content marketing, and brand image on
the purchase decision of skincare products on TikTok. The
study population consists of TikTok users living in Jakarta
who have experience purchasing skincare products on
TikTok, with a sample size of 100 individuals. The data
analysis method employed is structural equation modeling
- partial least squares (SEM-PLS). The study's results
reveal that e-commerce and content marketing exert a
positive and statistically significant influence on purchase
decisions. Conversely, trust and brand image demonstrate
a positive impact, although not statistically significant
regarding purchase decisions.
Keywords :
Purchase Decision, E-WOM, Trust, Content Marketing, Brand Image.
