Determinants Facetology Consumers Purchase Intention: The Role of TikTok Social Media Marketing Activities, Brand Trust and Brand Preference

Abstract

The purpose of this study is to analyze how social media marketing activities, brand trust, and brand preference influence the purchase intention of Facetology consumers in Denpasar City. Adopting a quantitative approach, the research involved 150 respondents selected through purposive sampling. Data were collected via online questionnaires using Google Forms and analyzed using multiple linear regression. The results indicate that social media marketing activities, brand trust, and brand preference each exert a positive and statistically significant influence on purchase intention. This study contributes to the digital marketing literature by validating the hierarchy of effects theory on a social commerce platform. The results offer practical implications for beauty brands to enhance consumer engagement, trust, and loyalty through optimized TikTok content.