The Influence of Content Marketing on Purchase Intention of Skincare Products Through Brand Love, Brand Image, and Electronic Word-of-Mouth

Edward Benarico, Ika Baskara

Abstract


This study aims to measure the impact of content marketing on the TikTok platform on brand love, brand image, and electronic word of mouth (eWOM) and determine how these variables influence the purchase intention of consumers for the Skintific skincare brand. This quantitative research utilizes a survey questionnaire distributed to 100  respondents who are active TikTok users and interested in skincare products. Data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach to test the relationships between variables. The results show that content marketing on TikTok has a positive and significant effect on brand love and brand image. Additionally, brand love positively influences eWOM, which in turn significantly affects consumers' purchase intentions. Brand image is also found to have a positive impact on purchase intention. eWOM acts as a mediator that strengthens the relationship between brand love and purchase intention. These findings provide deeper insights into the effectiveness of content marketing on TikTok in building brand relationships and driving consumer purchase decisions. Managerial implications suggest that skincare companies should leverage content marketing on TikTok to enhance brand love, brand image, and eWOM to boost consumer purchase intentions.

Keywords


Brand Image, Brand Love, Content Marketing, eWOM, Purchase Intention

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.96344

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