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August 17, 2025Indonesian Journal of Multidisciplinary ScienceOpen Access

The Influence of TikTok Marketing Content and Facetology Brand Image on Purchase Decisions Mediated by Purchase Intention

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Authors

DHDhea Savira HadiUSUjang SumarwanPNPopong Nurhayati

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Overview

Quantitative analysis shows TikTok marketing content and brand image significantly improve purchase intention in Gen Z users.

Key Points

  • Marketing content significantly influences purchase intention, leading to higher purchase decisions.
  • Brand image has a positive effect on purchase intention among Gen Z beauty product consumers.
  • Data collection involved an online questionnaire completed by 132 respondents from TikTok followers.
  • Structural equation modeling analysis underscored the mediating role of purchase intention in decision-making.

Cite This Study

Hadi et al. (2025) studied this question.

synapsesocial.com/papers/68af76ad7567bf4f94fef458https://doi.org/10.55324/ijoms.v4i11.1172
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Determinants Facetology Consumers Purchase Intention: The Role of TikTok Social Media Marketing Activities, Brand Trust and Brand Preference2025
  2. 2The Influence of Content Creator and Recommendation Algorithms on Gen Z’s Purchase Decision for Facetology Skincare Products on TikTok2025
  3. 3The Influence of Influencer Marketing and Online Customer Reviews on Purchase Decisions with Mediator Brand Image2025
  4. 4Peran Brand Trust dalam Memediasi Dampak Brand Image, Electronic Word of Mouth, dan Influencer terhadap Purchase Desicion Sunscreen Facetology2025
  5. 5Analysis of Digital Marketing Live, Promotion, Short Video Strategies on Gen Z Skincare Purchasing Decisions2025