Influencing Factors Skincare Purchase Desicions in Tiktok Shop: Trust as an Intervening Variable

Abstract

This study examines the influence of digital marketing (viral marketing, influencer marketing, and online customer reviews) on the purchase decision of Skintific skincare on TikTok Shop, with trust as an intervening variable. Changes in people's consumption patterns due to digitalisation and fierce competition in the skincare market are used as the basis for this study. A quantitative approach was used with primary data from 250 Skintific consumer respondents in Depok City collected through a questionnaire. Data analysis was carried out using Structural Equation Modelling (SEM). The results of the study show that viral marketing and influencer marketing have a positive effect on purchase decisions through Skintific consumer trust. Consumer confidence also has a positive effect on purchasing decisions. However, online customer reviews have no significant effect on trust or purchase decisions.