Budiman, Arif and Yusendra, M. Ariza Eka (2026) pengaruh pemasaran konten,live streaming dan kepercayaan digital terhadap minat beli produk skincare di tiktokshop. Skripsi thesis, Institut Informatika Dan Bisnis Darmajaya.
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Abstract
This study aims to analyze the influence of content marketing, live streaming, and digital trust on purchase intention for Indonesian skincare products on TikTok Shop. The research background is based on the significant growth of the skincare industry in Indonesia following the COVID-19 pandemic, as well as the increasing use of digital platforms such as TikTok as an interactive marketing medium. Competition among skincare brands demands creative marketing strategies capable of building consumer trust digitally. This study used a quantitative method by distributing an online questionnaire to 141 respondents who had purchased Indonesian skincare products on TikTok Shop. Data analysis was conducted using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach using the SmartPLS application. The results showed that content marketing had a positive and significant effect on consumer purchase intention, as did live streaming, which was shown to increase interaction and trust in the product. Furthermore, digital trust had a significant influence on purchase intention, indicating the importance of transaction security and seller credibility. Overall, this study concludes that content marketing, live streaming, and digital trust play a significant role in increasing purchase intention for Indonesian skincare products on TikTok Shop and can serve as a reference for business actors in designing effective digital marketing strategies. Keywords: content marketing, live streaming, digital trust, purchase intention, TikTok Shop.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | 300 Ilmu Ilmu Sosial > 330 Ilmu Ekonomi eSkripsi |
| Divisions: | Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Bisnis Digital |
| Depositing User: | Arif Budiman |
| Date Deposited: | 10 Feb 2026 07:56 |
| Last Modified: | 10 Feb 2026 07:56 |
| URI: | http://repo.darmajaya.ac.id/id/eprint/23670 |
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