Pengaruh Endorsement Influencer TikTok terhadap Purchase Intention Produk Skintific

Abstract

Advances in digital marketing have elevated influencer endorsements on the TikTok platform as a highly sought-after approach, particularly in the beauty industry. This study aims to evaluate the impact of TikTok influencer endorsements on purchase intention for Skintific products through the AIDA model framework, which includes the stages of Attention, Interest, Desire, and Action. An experimental quantitative research approach was applied by distributing online questionnaires to 100 students who actively use TikTok in Denpasar City, selected through purposive sampling. Data analysis was conducted using Partial Least Squares (PLS) with the assistance of SmartPLS software. The findings reveal that among the four AIDA stages, only Desire and Action showed a significant and positive influence on purchase intention, while Attention and Interest did not have a meaningful impact. This conclusion indicates that the success of endorsements does not solely depend on initial engagement but rather on the ability to cultivate desire and trigger concrete actions. The implications of this study highlight the need for content strategies that emphasize desire formation and the inclusion of explicit calls-to-action in TikTok endorsement campaigns.