Driving Purchase Intention on TikTok: The Roles of Digital Advertising, Social Media Interaction, and Online Customer Reviews for Hanasui

Abstract

This study aims to examine the effects of digital advertising, social media interaction, and online customer reviews on purchase intention toward Hanasui, a local cosmetics brand, on the TikTok platform. This study employed a quantitative approach using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS 4.0. The sample consisted of 140 respondents who were active TikTok users in Indonesia and had previously seen Hanasui advertisements and product reviews, selected using purposive sampling. As many as 88.6% of the respondents were from Java, indicating that the findings predominantly represent consumer behavior in this region. The results show that digital advertising has a positive and significant effect on purchase intention, with a T-statistic of 4.253 > 1.96 and a P-value of 0.000 < 0.05. Meanwhile, social media interaction (T-statistic 0.936; P-value 0.349) and online customer reviews (T-statistic 1.598; P-value 0.110) do not have a significant partial effect on purchase intention. Simultaneously, the three independent variables have a significant effect on purchase intention, with an F-value of 19.284 and a P-value of 0.000, contributing 72.6% to purchase intention. These findings indicate that digital advertising is the primary factor influencing consumers' purchase intention, while social media interaction and online customer reviews require further optimization to enhance their effectiveness.