How Tiktok Platforms Promotes Impulsive Buying On Skintific Products: Examining The Role Of Customer Inspiration
Abstrak
The development of social media, especially TikTok, has changed the way consumers shop, including impulsive buying behavior. This study objective is to see how attractiveness, expertise, inventiveness, social presence, and trustworthiness influence customer inspiration to buy Skintific products on the TikTok platform. By conducting questionnaires to respondents that are TikTok users and have seen Skintific content, this study uses a quantitative approach. The number of respondents, 304, is a purposive sample. The data was analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) approach using SmartPLS software. The results of the study show that innovativeness and social presence have a positive and significant effect on customer inspiration, while attractiveness, expertise, and trustworthiness does not have a significant effect on customer inspiration. Furthermore, the test results also prove that customer inspiration has a positive and significant effect on impulsive buying of Skintific products on TikTok platform. These findings indicate that the process of impulsive buying is more influenced by the creativity of content and social interaction than by the credibility of influencers alone. This study implies that companies, especially Skintific, need to focus their digital marketing strategies on strengthening innovative and interactive content to build customer inspiration as the main trigger for impulsive buying. It is anticipated that this study will advance the field of digital marketing science and act as a guide for companies developing social mediabased marketing plans. Keywords: TikTok, Customer Inspiration, Impulsive Buying, Social Media Marketing.
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