Analysis of Consumer Purchase Intention Towards Social Media Marketing: A Case Study of Tiktok on Skintific Accounts

Abstract

TikTok livestreaming is becoming one of the effective marketing methods in the digital era, where sellers can interact directly with consumers in real-time, improving the shopping experience through features such as For You Page (FYP) and livestreaming. This study aims to analyze consumer buying interest in the context of social media marketing through TikTok, with the Skintific Official Account as the object. This research examines the influence of hedonic value, utilitarian value, arousal, and emotional pleasure on consumer purchase intention. This research reveals that strategies that focus solely on product benefits or entertainment may fail without integrating emotional engagement and trust. By overcoming the limitations of previous research, this study provides new insights into the interaction between emotional and trust factors in driving purchase intention, emphasizing TikTok's unique characteristics. The practical implications suggest creating emotionally engaging content and building trust as effective strategies for marketers on this platform. Future research should explore additional variables, such as social or cultural influences, and consider a longitudinal approach to understand evolving consumer behavior in digital marketing.