Publication Date: 2024/02/08
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.
DOI: https://doi.org/10.5281/zenodo.10634348
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT24JAN1697.pdf
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