The Influence of Advertising in Tiktok Social Media and Beauty Product Image on Consumer Purchase Decisions

Abstract

The use of TikTok's social media, which is increasingly popular with young people, has made marketers interested in advertising to market beauty products. However, the problem is that it is not easy to attract the attention of the audience to focus on one product on TikTok social media, adding that a less positive image of beauty products can result in the audience not making purchase decisions. The research objective was to determine the effect of advertisements on TikTok social media and the image of beauty products on consumer purchasing decisions. This research uses SOR theory, associative memory model, reasoned action theory, and AISAS model. The research methodology uses a quantitative approach and survey methods. The research sample was 96 people. Research data through questionnaires. The method of quantitative data analysis uses the multiple linear regression method. The results showed that advertising on TikTok social media and the image of beauty products together have a significant effect on consumer purchasing decisions. Product image provides the strongest influence on consumer purchasing decisions.

Implementasi Essential Marketing Dan Tiktok Marketing Sebagai Upaya Pembekalan Program Metamorpreneur Di Seruni Foundation Bandung

“…TikTok memudahkan interaksi antara pemirsa dan penjual dalam sesi live. Pemasaran melalui TikTok berpengaruh terhadap keputusan pembelian, hal ini dibuktikan oleh penelitian (Setianingsih & Aziz, 2022), (Mettasatya Afrilia, 2018), (Darmatama & Erdiansyah, 2021). Iklan, kredibilitas, dan hiburan berpengaruh positif terhadap sikap konsumen terhadap iklan; sehingga menghasilkan korelasi positif antara sikap terhadap periklanan terhadap niat membeli.…”

“…Dengan TikTok memudahkan interaksi antara viewer dan seller. Marketing melalui TikTok berpengaruh terhadap keputusan pembelian hal ini dibuktikan oleh penelitian (Julianti,2023), (Darmatama & Erdiansyah, 2021), (Mettasatya Afrilia, 2018) (Mussa, 2023). TikTok marketing berpengaruh terhadap kesadaran merek (Aubrey Gesmundo et al, 2022).…”

Exploring the Influences of Social Networking Service (SNS) on Consumer Purchase Behaviour

“…The findings demonstrated that social media advertising on TikTok and the perception of beauty products collectively had a considerable impact on customer purchasing decisions. The most significant factor influencing customer purchasing decisions is product image (Darmatama & Erdiansyah, 2021). In his research, he has been researching about one's behaviour.…”

The “9.9 Super Shopping Day” Advertisement Video and Its Impact on Shopee Users on TikTok

“…In previous research conducted by Darmatama & Erdiansyah (2021), which discusses about influence of advertising on TikTok social media on purchase decisions, shows that there is a strong and significant influence between advertisement on TikTok towards purchasing decisions on the beauty products offered. Other research conducted by Nur Ratri (2021) shows that, there is a significant and positive correlation between advertisements on video content and the hashtag #Shopeehaul on TikTok on the consumer behavior of the millennial generation.…”