The Influence of Social Media Marketing and Brand Image on the Purchase Intention of Make Over Products on Tiktok

Abstract

This study investigates the influence of social media marketing and brand image on purchase intention for Make Over products on TikTok platform in Indonesia's evolving digital economy. With rapid technological advancement driving increased internet dependency, Indonesia's 213 million internet users (77% of the population) spend an average of 7 hours 42 minutes daily online, fundamentally shifting consumer behavior toward online information sources for purchasing decisions. Make Over, a local cosmetics brand under PT Paragon Technology and Innovation offering makeup tools, foundations, lip creams, and eyeshadows, leverages social media marketing, particularly on TikTok, to reach younger generations through influencer collaborations and creative content. This research employs a quantitative approach with causal design to analyze the relationships between social media marketing, brand image, brand trust, and purchase intention, with electronic word-of-mouth (E-WOM) as a moderating variable. Using purposive sampling, data was collected from 384 respondents who are active TikTok users familiar with Make Over products through questionnaires and analyzed using SEM-PLS software. Results confirm that social media marketing significantly influences purchase intention, brand image, and brand trust, while both brand image and brand trust positively affect purchase intention. Furthermore, E-WOM effectively moderates the relationship between social media marketing and purchase intention. These findings demonstrate that integrated digital marketing strategies combining social media engagement, brand image management, and leveraging positive electronic word-of-mouth can significantly enhance consumer purchase intentions in Indonesia's competitive cosmetics market, providing valuable insights for brands seeking to optimize their digital marketing effectiveness on platforms like TikTok.