The Influence of TikTok Marketing Content and Facetology Brand Image on Purchase Decisions Mediated by Purchase Intention
DOI:
https://doi.org/10.55324/ijoms.v4i11.1172Keywords:
marketing content, brand image, purchase intention, purchase decisionAbstract
This study aims to analyze the influence of TikTok marketing content and brand image on purchasing decisions mediated by purchase intention. This study is based on the increasing role of social media, particularly TikTok, as an effective marketing channel for beauty brands in reaching the younger generation (Gen Z). Facetology, as a local beauty brand, actively provides interactive content on TikTok with the hope of building a positive brand image and encouraging purchases. This study uses quantitative research, with data obtained through an online questionnaire distributed to 132 respondents who are followers of Facetology on TikTok and have viewed its marketing content. This study employs Structural Equation Model-Partial Least Square (SEM-PLS) data analysis techniques and descriptive analysis to explain the obtained data. The study includes four variables: marketing content, brand image, purchase interest, and purchase decision. The research period was conducted from June to July 2025. The results of this study indicate that marketing content has a positive and significant influence on purchase intention. Furthermore, brand image also has a positive and significant influence on purchase intention. Purchase intention, as the mediating variable, also has a positive and significant influence on purchase decision
References
Abdurrahim A SM. 2019. The Influence of Content Marketing, Sales Promotion, Personal Selling, and Advertising on Consumer Purchase Intentions at Biuti Hotel in Banjarmasin. :3(1):42-47.
Andrian W, Fadillah A. 2021. The Influence of Brand Image, Brand Experience, and Customer Value on Customer Satisfaction of Airasia. J. Ilm. Pariwisata Kesatuan. 2(1):53–60.doi:10.37641/jipkes.v2i1.586. [Downloaded June 26, 2025]. Available at: https://jurnal.ibik.ac.id/index.php/jipkes/article/view/586
Armstrong G KP. 2017. MARKETING: AN INTRODUCTION. Canadian 6th Edition. United States of America (USA): Pearson Canada Inc.
Armstrong K. 2017. Principles of Marketing, 17th Edition. United Kingdom: Pearson.
azizah Du, Elok Fitriani Rafikasari. 2022. The Influence of Content Marketing and Instagram Social Media Marketing on Consumer Purchase Intentions @Souvenirmurah_Ta During the Pandemic. Juremi J. Ris. Ekon. 2(1):135–146. doi:10.53625/juremi.v2i1.2418. [Accessed July 8, 2025]. Available at: https://bajangjournal.com/index.php/Juremi/article/view/2418
Benn Y, Webb TL, Chang BPI, Reidy J. 2015. What information do consumers consider, and how do they look for it, when shopping for groceries online? Appetite. 89:265–273. doi:10.1016/j.appet.2015.01.025. [Accessed June 26, 2025]. Available at: https://linkinghub.elsevier.com/retrieve/pii/S0195666315000422
Blackwell RD, Miniard PW, Engel JF. 2012. Consumer Behavior. Singapore: Cengage Learning.
Chasanah A, Jahroh S, Dewi F. 2021 Apr 30. Digital Marketing Changes Of Micro-Small Enterprises Before And During Covid-19 Pandemic In Bogor, Indonesia. Bus. Rev. Case Stud..doi:10.17358/brcs.2.1.1. [accessed 2025 Jul 8]. Available at: https://journal.ipb.ac.id/index.php/brcs/article/view/34363
Ferdinand A. 2006. Research Methods in Management: A Guide for Writing Theses, Dissertations, and Dissertations in Management Science. Semarang (ID): University of Diponegoro Press.
Ghozali I. 2006. Structural Equation Modeling: An Alternative Method with Partial Least Squares. Semarang (ID): Diponegoro University.
Gumilang MF. 2021. The Influence of Product Quality and Service, Electronic Word of Mouth, Brand Image on Satisfaction and Repurchase Intention of Coffe-To-Go Shops. Bogor: Bogor Agricultural University.
Hair JF BW Anderson RE, editors. 2010. Multivariate Data Analysis. 5th ed., international ed. Upper Saddle River, NJ: Prentice-Hall.
Ismail AR. 2017. The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pac. J. Mark. Logist. 29(1):129–144. doi:10.1108/APJML-10-2015-0154. [Accessed June 25, 2025]. Available at: https://www.emerald.com/insight/content/doi/10.1108/APJML-10-2015-0154/full/html
Karr, D. 2016. How to Map Your Content to Unpredictable Customer Journeys. Francisco: Meltwater.
Kemp S. 2024. Digital 2024: Indonesia. DataReportal – We Are Social and Meltwater. [Downloaded July 7, 2025]. Available at: https://datareportal.com/reports/digital-2024- -indonesia
Kevin Lane Keller. 2013. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th ed. Pearson.
Kotler P, Armstrong G. 2003. Fundamentals of Marketing. 6th ed. Naucalpan de Juarez: Pearson Education.
Kotler, P., & Keller, K. L. 2016. Marketing Management. Fifteenth edition, Global edition. Boston: Pearson. (Always learning).
Kotler, Philip KLK. 2009. Marketing Management. 13th Edition, Volume I. Jakarta: Erlangga Publishers.
Kotler, Philip, and Philip Keller. 2016. Marketing Management. 15th ed. United States of America (USA): Pearson Education.
Lieb R. 2012. Content Marketing: Think like a Publisher; How to Use Content to Market Online and in Social Media. Indianapolis, Indiana: Que.
Michael, AM, Khairunnisa H RK. 2022. Basic Concepts of Structural Equation Modeling-Partial Least Squares (SEM-PLS) Using SmartPLS. Tangerang: Pascal Book.
Mughoffar M, Sumarwan U, Tinaprilla N. 2019 May 24. The Effect of e-Wom and Brand Image on the Interest in Buying the Heavenly Blush Yoghurt Product. Indones. J. Bus. Entrep..doi:10.17358/ijbe.5.2.158. [downloaded 2025 Jun 25]. Available at: https://journal.ipb.ac.id/index.php/ijbe/article/view/26051
Mukarromah, Mirtan Sasmita, Lilis Rosmiati. 2022. The Influence of Content Marketing and Brand Image on Purchasing Decisions Mediated by Buying Interest in Tokopedia Application Users. MASTER J. Manaj. Strateg. Entrepreneurship. 2(1):73–84. doi:10.37366/master.v2i1.444. [Accessed June 25, 2025]. Available at: https://journal.lppmpelitabangsa.id/index.php/master/article/view/444
Najib M, Sumarwan U, Septiani S, Fahma F. 2021. APPLICATION OF SWOT-AHP TO DEVELOP ORGANIC FOOD MARKETING STRATEGY. 20(1).
Purwati A, Cahyanti MM. 2022. The Influence of Brand Ambassador and Brand Image on Purchase Intentions That Impact Purchase Decisions. IQTISHADUNA J. Ilm. Ekon. Kita. 11(1):32–46. doi:10.46367/iqtishaduna.v11i1.526. [Accessed June 25, 2025]. Available at: https://ejournal.isnjbengkalis.ac.id/index.php/iqtishaduna/article/view/526
Rahmat N. 2021. The Influence of Instagram Content Marketing on Purchase Intentions During the COVID-19 Pandemic (A Case Study of Sarawa.Co). 2021-02-01. Vol. 7 No. 1 (2021): February 2021:1–9. [downloaded 2025 Jul 8]
Ramos A. 2013. The Big Book of Content Marketing. New York: Amazon.
Ratri LE. 2007. Strategies for Winning Market Competition. Jakarta: Salemba Empat.
Risdianto DK. 2022. Analysis of Factors Influencing Consumer Purchase Decisions Through Online Start-Up Applications in Medan City. Semarang: Totalwin School of Economics.
Sari K. 2023. The Influence of TikTok Social Media Influencers, Brand Image, and Lifestyle on Purchase Intentions for Local Skincare Products. Bogor: Bogor Agricultural University.
Sekaran U, Bougie R. 2016. Research Methods for Business: A Skill-Building Approach. Seventh edition. Chichester, West Sussex: Wiley.
Sumarwan U, Daryanto A, Achsani NA, Fahmi I, Nuryartono N, Suhendi, Lindiasari P, Sijabat FDV, Tobing A KA. 2014. Business and Consumer Research Methods. Bogor: IPB Press.
Sumarwan U. 2011. Consumer Behavior: Theory and Its Application in Marketing. Ghalia Indonesia.
Suwarsih N, Gunawan T, Istiharini I. 2021. The Influence of Social Media on Brand Image and Purchase Intentions. J. Econ. Bussines Account. COSTING. 4(2):712–730. doi:10.31539/costing.v4i2.2043. [Downloaded July 8, 2025]. Available at: https://journal.ipm2kpe.or.id/index.php/COSTING/article/view/2043
Taan H. 2021. Ease of Use and Price on Online Purchase Intentions of Consumers. E-Journal of Economics, Business, and Accounting. 8(1):89. doi:10.19184/ejeba.v8i1.19502. [Accessed June 26, 2025]. Available at: https://jurnal.unej.ac.id/index.php/e-JEBAUJ/article/view/19502
Tjiptono F. 2008. Business Marketing Strategy. Yogyakarta: Andi.
Vera V, Liaufaldi N, Utama T. 2024. The Influence of Brand Image and Product Quality on Purchase Decisions at PT Wahana Subur Jaya, Medan. INVESTASI Inov. J. Ekon. Dan Akunt. 2(2):64–72. doi:10.59696/investasi.v2i2.35. [Downloaded June 26, 2025]. Available at: https://jurnal.soratekno.co.id/index.php/investasi/article/view/35
Wasiman. 2017. The Influence of Brand Image, Price, and Service Quality on Consumer Loyalty in Property Companies in Batam City. Journal of Management Science, University of Putera Batam:5(2), 122–129.
Wymbs C. 2011. Digital Marketing: The Time for a New “Academic Major” Has Arrived. Journal of Marketing Education 33(1):93–106. doi:10.1177/0273475310392544. [Accessed June 25, 2025]. Tersedia pada: https://journals.sagepub.com/doi/10.1177/0273475310392544
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Dhea Savira Hadi, Ujang Sumarwan, Popong Nurhayati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
