The Digital Triad
Analyzing the Influence of Influencers, Live Streaming, and e-WOM on Skincare Purchase Decisions on TikTok
Keywords:
Purchase Decision, Influencer Marketing, Live Streaming Commerce, Electronic Word of Mouth, TikTok, Skincare IndustryAbstract
This study aims to empirically analyze the influence of influencers, live streaming features, and electronic word-of-mouth (e-WOM) on the purchase decisions of Skintific skincare products among consumers in Kefamenanu City via the TikTok platform. This research employed a quantitative approach with a survey method. The sample consisted of 108 respondents who are consumers of Skintific products in Kefamenanu City and made purchases through TikTok, selected using a non-probability sampling technique. Data were collected through a questionnaire with a Likert scale, and the data were analyzed using multiple linear regression analysis to test the hypotheses partially (t-test) and simultaneously (F-test). The results indicate that the variables of influencer (t=6.851; p<0.05), live streaming feature (t=4.175; p<0.05), and electronic word-of-mouth (t=3.142; p<0.05) each have a positive and significant partial influence on purchase decisions. Simultaneously, all three independent variables also have a significant effect on purchase decisions (F=6856.198; p<0.05). These findings provide strategic insights for marketers in the beauty industry to optimize digital marketing strategies in regional markets. Businesses are advised to collaborate with highly credible influencers, utilize interactive live streaming features for product demonstrations, and encourage positive e-WOM to build trust and drive sales conversion. This research fills a literature gap by examining the effectiveness of digital marketing strategies on the TikTok platform within a non-metropolitan geographical context (Kefamenanu City). This study confirms that while digital marketing trends are global, their implementation requires an understanding of local consumer behavior, providing empirical evidence on the convergence of social media influence on purchase decisions in an emerging market.
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