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Factors Influencing the Purchase Decisions of TikTok Users for Skintific Skincare in Surabaya

Year: 2025

Type: article

Abstract: This study examines the influence of viral marketing and brand awareness on purchasing decisions for Skintific products via TikTok in Surabaya. A purposive sample of 115 consumers was surveyed, and data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The study tests two variables: viral marketing and brand awareness, both as predictors of purchasing decisions. Data were collected over a defined observation period from active TikTok shoppers. Results reveal that both viral marketing and brand awareness significantly and positively affect purchasing decisions, with viral marketing exerting a slightly stronger influence. These findings imply that optimizing viral marketing strategies on social media can enhance consumer engagement and drive sales, while strong brand awareness reinforces consumer trust and purchase intent.

Source: East Asian Journal of Multidisciplinary Research

DOI: 10.55927/eajmr.v4i9.369

Authors: Panji Tetuko Haryadhi, Wilma Cordelia Izaak

Institution: University of Pembangunan Nasional Veteran Jawa Timur

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: hybrid

OpenAlex ID: W4415178347

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