The Influence of TikTok Promotion Effectiveness on Purchase Intention of Dear Me Beauty Products in Indonesia with Consumer Trust as a Mediating Variable

Nadila Alfaridzi, Firman Firman

Abstract


This study aims to analyze the effect of interactivity, hedonic motivation, and informativeness on purchase intention of Dear Me Beauty products on TikTok Shop, with consumer trust as a mediating variable. The population of this study consists of prospective consumers who are aware of the Dear Me Beauty brand in Indonesia and are TikTok users. The sample consisted of 200 respondents, selected using a non-probability sampling method with a purposive sampling technique. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with SmartPLS software. The results show that: (1) interactivity has a significant effect on purchase intention; (2) hedonic motivation has a significant effect on purchase intention; (3) informativeness has a significant effect on purchase intention; (4) interactivity has a significant effect on consumer trust; (5) hedonic motivation has a significant effect on consumer trust; (6) informativeness has a significant effect on consumer trust; (7) purchase intention has a significant effect on consumer trust; (8) consumer trust mediates the relationship between interactivity and purchase intention; (9) consumer trust mediates the relationship between hedonic motivation and purchase intention; and (10) consumer trust mediates the relationship between informativeness and purchase intention, all with respect to Dear Me Beauty products.

Keywords


Consumer Trust, Hedonic Motivation, Interactivity, Informativenees, and Purchase Intention.

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References


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DOI: https://doi.org/10.17509/ijdb.v6i1.105134

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