Pengaruh SMMAs terhadap Keputusan Pembelian Produk Skincare pada Mahasiswa: Peran Mediasi Persepsi Kualitas Produk dan Citra Merek di TikTok Shop

Memed Hasan

doi:10.37888/bjrm.v9i2.1094

Authors

Memed Hasan InstitutTeknologi & Bisnis Sabda Setia

DOI:

https://doi.org/10.37888/bjrm.v9i2.1094

Keywords:

Social Media Marketing Activities; Perceived Product Quality; Brand Image; Purchase Decision; TikTok Shop.

Abstract

This paper investigates how Social Media Marketing Activities (SMMAs) relate to skincare purchase decisions among student users of TikTok Shop, treating perceived product quality and brand image as mediating pathways under the Stimulus-Organism-Response (SOR) framework. Data were collected from 258 students chosen through purposive sampling and processed with Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. All seven proposed hypotheses were empirically supported. SMMAs showed a significant effect on purchase decisions (β=0.256; p=0.002), perceived product quality (β=0.656; p<0.001), and brand image (β=0.620; p<0.001), while perceived product quality (β=0.406; p<0.001) and brand image (β=0.189; p=0.016) each significantly shaped purchase decisions as well. Partial mediation was confirmed for both variables, with the indirect path through perceived product quality (0.266) exceeding that through brand image (0.117). The proposed model accounted for 56.5 percent of the variance in purchase decisions. Overall, growth in skincare purchase decisions on TikTok Shop depends less on how frequently SMMAs are run and more on their capacity to instill a strong sense of product quality among student consumers.

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