THE INFLUENCE OF TIKTOK’S USES AND GRATIFICATION DIMENSION ON PURCHASE INTENTION FOR SOMETHINC SKINCARE PRODUCTS IN INDONESIA THROUGH CUSTOMER ENGAGEMENT AS AN INTERVENING VARIABLE
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Siti Norazizah(1*)
Department of Management, Faculty of Economics and Business, Padang State University
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Susi Evanita(2)
Department of Management, Faculty of Economics and Business, Padang State University
(*) Corresponding Author
Keywords:
Uses and Gratification, Purchase Intention, Customer Engagement, Tiktok, Somethinc
Abstract
This study aims to analyze the effect of TikTok's U&G dimension on purchase intention through customer engagement as the intervening variable. The research method used was a survey with a sample of 343 respondents. The data were statistically analyzed using SEM-PLS. The results showed that information seeking and social sharing are able to influence purchase intention directly or through customer engagement, while entertainment, exposure, and affection are not able to influence purchase intention directly but can influence it through customer engagement. These findings indicate that customer engagement plays a mediating role in the relationship between U&G dimensions and purchase intentions for Soemthinc skincare products. This research provides practical implications for company strategies to consider customer engagement factors to increase purchase intentions. This study has limitations on consumers of skincare products, so the results of the study cannot be generalized to other categories, and it is recommended to use other variables.
Keywords: Uses and Gratification; Purchase Intention; Customer Engagement ; Tiktok ; Somethinc
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References
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Priya, & Annapoorni, M. (2022). Impact Of Use & Gratification Theory And User Generated Content On Purchase Intention. International Journal Of Health Sciences, 1274-1282. Https://Doi.Org/10.53730/Ijhs.V6ns3.5278
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Safitri, W., & Siregar, S. (2024). The Influence of Tiktok and Twitter on Purchasing Decisions for NCT Dream Mini Albums Among Jabodetabek Fans. Salim Siregar INNOVATIVE: Journal Of Social Science Research, 4, 586-599.
Scherr, S., & Wang, K. (2021). Explaining The Success Of Social Media With Gratification Niches: Motivations Behind Daytime, Nighttime, And Active Use Of Tiktok In China. Computers In Human Behavior, 124.
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Soemadi, Rd. R. A. (2023). The Effect of Digital Marketing and Product Quality on Purchasing Decisions for Fried Chicken Delivery. Journal of Economics and Management, 20(2), 189-197.
Sri, I., & Meranga, C. (2022). Antecedents of Customer Engagement On Social Media And Its Consequence To Purchase Intention In The DKI Jakarta Hotel Industry: Uses & Gratification Theory Perspective.
Sugiyono, (2019). Quantitative Qualitative and R&D Research Methods. Alfabeta Publisher.
Suwarsa, T., & Hasibuan, A. R. (2021). The Effect of Restaurant Tax and Hotel Tax on Local Revenue of Padangsidempuan City for the 2018-2020 Period.
Tarigan, P. R. Br. (2023). The Effect of Content Marketing and Service Excellent on Customer Engagement (Case Study: Dr. Bram Natanael Clinic). University of Medan Area.
High, S., & Bima,. (2021). The Effect of Product Quality, Brand Image and Price Perception on Interest in Buying Xiomi Smartphone Products at Duta Cell Bima Nurliati Irma Mardian. In Dewantara Management Journal Edition (Vol. 5, Issue 1). Http://Journal.Ustjogja.Ac.Id
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal Of Marketing Theory And Practice, 20(2), 122-146. Https://Doi.Org/10.2753/MTP1069-6679200201
Wahidin, D. W., Derivanti, A. Des, & Warouw, D. M. (2022). Phenomenological Study: Consumer Behavior in the Decision to Purchase Skincare Products Through Digital Media Platforms in the Covid-19 Era. Sibatik Journal: Scientific Journal of Social, Economic, Cultural, Technology, and Education, 1(9), 1617-1628. Https://Doi.Org/10.54443/Sibatik.V1i9.204
Wang, J., & Oh, J. I. (2023). Factors Influencing Consumers' Continuous Purchase Intentions On Tiktok: An Examination From The Uses And Gratifications (U&G) Theory Perspective. Sustainability (Switzerland), 15(13).
Https://Doi.Org/10.3390/Su151310028
Widyastuti, M., & Changda, S. (2019). Analysis of Marketing Capability, Customer Engagement, Customer Perception and Purchase Intention of Corn Vermicelli Products Padamu Surabaya. Journal of Finance and Business, 17(2), 62. Https://Doi.Org/10.32524/Jkb.V17i2.562
Wirya, Y. H., & Tantri, Y. R. S. (2022). Consumer Product Involvement, Attitude And Cognition Towards Ad, And Perceived Value Concerning Purchase Intentions. Journal of Management Dynamics, 13(2), 173-184. Http://Jdm.Unnes.Ac.Id
Yoong, L. C., & Lian, S. B. (2019). Customer Engagement In Social Media And Purchase Intentions In The Hotel Industry. International Journal Of Academic Research In Business And Social Sciences, 9(1). Https://Doi.Org/10.6007/Ijarbss/V9-I1/5363
Https://Doi.Org/10.1016/J.Jretconser.2024.103709
Amin, N. F., Garancang, S., & Abunawas, K. (2023). General Concept of Population and Sample in Research. Journal of Contemporary Islamic Studies, 14(1), 15-31.
Asnan, N., & Yuniarinto, A. (2022). The Effect of Social Media Marketing on Purchase Intention with Brand Awareness as a Mediating Variable (Case Study on Kirin Kimbap Instagram Followers).
Burton, J. L., Gollins, J., Mcneely, L. E., & Walls, D. M. (2019). Revisiting The Relationship Between Ad Frequency And Purchase Intentions How Affect And Cognition Mediate Outcomes At Different Levels Of Advertising Frequency. Journal Of Advertising Research, 59(1), 27-39. Https://Doi.Org/10.2501/JAR-2018-031
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social Media Engagement Behavior: A Uses And Gratifications Perspective. Journal Of Strategic Marketing, 24(3-4), 261-277. Https://Doi.Org/10.1080/0965254X.2015.1095222
Evi, T., & Rachbini, W. (2022). Partial Least Squares (Theory and Practice).
Febrian, A., & Husna, N. (2023). Increasing Social Media Engagement Through Understanding The Uses And Gratification Theory (Pp. 520-532). Https://Doi.Org/10.2991/978-2-38476-064-0_53
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer International Publishing. Https://Doi.Org/10.1007/978-3-030-80519-7
Hu, X., Chen, X., & Davidson, R. (2019). Social Support, Source Credibility, Social Influence, And Impulsive Purchase Behavior In Social Commerce. International Journal Of Electronic Commerce, 23(3), 297-327.
Https://Doi.Org/10.1080/10864415.2019.1619905
Ivaturrochmah. (2023). The influence of Tiktok Social Media Marketing.
Juniarty, J., & Gunawan, V. V. (2021). Antecedents of Utaut Theory and its Consequences (Empirical Study of Generation Z Purchase Intention) (Vol. 13, Issue 2).
Kamboj, S. (2020). Applying Uses And Gratifications Theory To Understand Customer Participation In Social Media Brand Communities: Perspective Of Media Technology. Asia Pacific Journal Of Marketing And Logistics, 32(1), 205-231. Https://Doi.Org/10.1108/APJML-11-2017-0289
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and Gratifications Research. In Source: The Public Opinion Quarterly (Vol. 37, Issue 4).
Kaur, P., Dhir, A., Chen, S., Malibari, A., & Almotairi, M. (2020). Why Do People Purchase Virtual Goods? A Uses And Gratification (U&G) Theory Perspective. Telematics And Informatics, 53. Https://Doi.Org/10.1016/J.Tele.2020.101376
Nuzuli, A., & Nuzuli, A. K. (2022). Motives For Using Tik Tok In Uses And Gratification Theory Perspective. Komunika: Journal of Da'wah and Communication, 16(1), 2548-9496.
Https://Doi.Org/10.24090.Komunika.V16i1.4787
Kim, H. (2020). Unpacking Unboxing Video-Viewing Motivations: The Uses And Gratifications Perspective And The Mediating Role Of Parasocial Interaction On Purchase Intent. Journal Of Interactive Advertising, 20(3), 196-208. Https://Doi.Org/10.1080/15252019.2020.1828202
Lin, Q., & Nuangjamnong, C. (2022). Exploring The Role Of Influencers And Customer Engagement On Purchase Intention In Tiktok Live Streaming Shopping. Https://Ssrn.Com/Abstract=4295862
Nabilaturrahmah, A., & Siregar, S. (2022). The Effect of Viral Marketing, Brand Image, and E-WOM on Product Purchase Intention Somethinc on Instagram Followers @Somethincofficial. Scientific Journal of Wahana Pendidikan, 8 (No. 7), 41-49. DOI: 10.5281/Zenodo.6534500
Putri, & Suci, N.D., Bulletin Of Management And Business The Role of Consumer Engagement as a Mediating Variable for the Effect of Content Marketing on Online Purchasing Decisions in the Digital Marketing Era (Study on Realizm87 Fashion Brand Consumers). 284 | Bulletin Of Management & Business (BMB), 3 (1), 2022. Https://Doi.Org/10.31328/Bmb.V1i2
Picaully, M. R. (2018). The Effect of Customer Trust on Gadget Purchase Intention at Shopee Indonesia. 18(1), 31-40. Http://Journal.Maranatha.Edu/Jmm
Priya, & Annapoorni, M. (2022). Impact Of Use & Gratification Theory And User Generated Content On Purchase Intention. International Journal Of Health Sciences, 1274-1282. Https://Doi.Org/10.53730/Ijhs.V6ns3.5278
Rahmat, N., Hashim, R. H. R., Roehaizan, N. H., Hamid, M. A., & Ngali, N. (2023). The Effect Of Customer Engagement In Social Media And Purchase Intention In The Malaysia Hotel Industry. International Journal Of Business And Technology Management. Https://Doi.Org/10.55057/Ijbtm.2023.5.S1.22
Sanita, S., Kusniawati, A., Lestari, M. N., Economy, F., & Galuh, U. (2019). The Effect of Product Knowledge and Brand Image on Purchase Intention (Research at PT. Bahana Cahaya Sejati Ciamis) (Vol. 1, Issue 3).
Safitri, W., & Siregar, S. (2024). The Influence of Tiktok and Twitter on Purchasing Decisions for NCT Dream Mini Albums Among Jabodetabek Fans. Salim Siregar INNOVATIVE: Journal Of Social Science Research, 4, 586-599.
Scherr, S., & Wang, K. (2021). Explaining The Success Of Social Media With Gratification Niches: Motivations Behind Daytime, Nighttime, And Active Use Of Tiktok In China. Computers In Human Behavior, 124.
Https://Doi.Org/10.1016/J.Chb.2021.106893
So, K. K. F., King, C., & Sparks, B. (2014). Customer Engagement With Tourism Brands: Scale Development And Validation. Journal Of Hospitality And Tourism Research, 38(3), 304-329. Https://Doi.Org/10.1177/1096348012451456
Soemadi, Rd. R. A. (2023). The Effect of Digital Marketing and Product Quality on Purchasing Decisions for Fried Chicken Delivery. Journal of Economics and Management, 20(2), 189-197.
Sri, I., & Meranga, C. (2022). Antecedents of Customer Engagement On Social Media And Its Consequence To Purchase Intention In The DKI Jakarta Hotel Industry: Uses & Gratification Theory Perspective.
Sugiyono, (2019). Quantitative Qualitative and R&D Research Methods. Alfabeta Publisher.
Suwarsa, T., & Hasibuan, A. R. (2021). The Effect of Restaurant Tax and Hotel Tax on Local Revenue of Padangsidempuan City for the 2018-2020 Period.
Tarigan, P. R. Br. (2023). The Effect of Content Marketing and Service Excellent on Customer Engagement (Case Study: Dr. Bram Natanael Clinic). University of Medan Area.
High, S., & Bima,. (2021). The Effect of Product Quality, Brand Image and Price Perception on Interest in Buying Xiomi Smartphone Products at Duta Cell Bima Nurliati Irma Mardian. In Dewantara Management Journal Edition (Vol. 5, Issue 1). Http://Journal.Ustjogja.Ac.Id
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal Of Marketing Theory And Practice, 20(2), 122-146. Https://Doi.Org/10.2753/MTP1069-6679200201
Wahidin, D. W., Derivanti, A. Des, & Warouw, D. M. (2022). Phenomenological Study: Consumer Behavior in the Decision to Purchase Skincare Products Through Digital Media Platforms in the Covid-19 Era. Sibatik Journal: Scientific Journal of Social, Economic, Cultural, Technology, and Education, 1(9), 1617-1628. Https://Doi.Org/10.54443/Sibatik.V1i9.204
Wang, J., & Oh, J. I. (2023). Factors Influencing Consumers' Continuous Purchase Intentions On Tiktok: An Examination From The Uses And Gratifications (U&G) Theory Perspective. Sustainability (Switzerland), 15(13).
Https://Doi.Org/10.3390/Su151310028
Widyastuti, M., & Changda, S. (2019). Analysis of Marketing Capability, Customer Engagement, Customer Perception and Purchase Intention of Corn Vermicelli Products Padamu Surabaya. Journal of Finance and Business, 17(2), 62. Https://Doi.Org/10.32524/Jkb.V17i2.562
Wirya, Y. H., & Tantri, Y. R. S. (2022). Consumer Product Involvement, Attitude And Cognition Towards Ad, And Perceived Value Concerning Purchase Intentions. Journal of Management Dynamics, 13(2), 173-184. Http://Jdm.Unnes.Ac.Id
Yoong, L. C., & Lian, S. B. (2019). Customer Engagement In Social Media And Purchase Intentions In The Hotel Industry. International Journal Of Academic Research In Business And Social Sciences, 9(1). Https://Doi.Org/10.6007/Ijarbss/V9-I1/5363
Published
2025-03-05
How to Cite
Norazizah, S., & Evanita, S. (2025). THE INFLUENCE OF TIKTOK’S USES AND GRATIFICATION DIMENSION ON PURCHASE INTENTION FOR SOMETHINC SKINCARE PRODUCTS IN INDONESIA THROUGH CUSTOMER ENGAGEMENT AS AN INTERVENING VARIABLE. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 581-597. https://doi.org/10.35508/jom.v18i1.20615
Section
Articles
