The Influence of Viral Marketing and Influencer Marketing on Purchase Intention through a Skincare TikTok Account

Luthpiyah Juliandara; Ali Nur Hakiki; Kurniawati Mulyanti; Evi Mafriningsianti

doi:10.32535/apjme.v7i3.3479

The Influence of Viral Marketing and Influencer Marketing on Purchase Intention through a Skincare TikTok Account

Luthpiyah Juliandara, Ali Nur Hakiki, Kurniawati Mulyanti, Evi Mafriningsianti

Abstract

Skintific_ID's skincare marketing has utilized viral marketing and influencer marketing strategies through the social media platform TikTok. Despite achieving second place in market share, Skintific_ID continues to face stiff competition from its main competitor, Somethinc. To address this gap, this research focuses on viral marketing and influencer marketing strategies. The purpose of this study is to analyze the effect of viral marketing and influencer marketing on the purchase intention of the @skintific_id TikTok account. The research method used is a quantitative method with a causal associative research design. The sample consisted of 100 respondents selected through purposive sampling. The results showed that viral marketing and influencer marketing together have a significant effect on purchase intention. However, when considered individually, only influencer marketing has a significant effect on purchase intention, while viral marketing has no significant effect. To improve the marketing strategy, Skintific is advised to improve the content on the @skintific_id TikTok account with creative and informative videos and provide updated training to the marketing team on viral and influencer marketing strategies. In addition, they should select influencers that align with the company's vision and expand promotion to other platforms such as Instagram and YouTube.

Keywords

Influencer Marketing; Purchase Intention; Skintific; TikTok; Viral Marketing

Full Text:

PDF

References

Akbar, A. R., Kalis, M. C. I., Afifah, N., Purmono, B. B., & Yakin, I. (2023). The influence of product packaging design and online customer review on brand awareness and their impact on online purchase intention. South Asian Research Journal of Business and Management, 5(1), 10-18. https://doi.org/10.36346/sarjbm.2023.v05i01.002

Alboqami, H. (2023). Trust me, I'm an influencer!-Causal recipes for customer trust in artificial intelligence influencers in the retail industry. Journal of Retailing and Consumer Services, 72, 103242. https://doi.org/10.1016/j.jretconser.2022.103242

Alzaydi, Z. M., & Elsharnouby, M. H. (2023). Using social media marketing to pro-tourism behaviours: The mediating role of destination attractiveness and attitude towards the positive impacts of tourism. Future Business Journal, 9(1), 42. https://doi.org/10.1186/s43093-023-00220-5

Balabanis, G., & Chatzopoulou, E. (2019). Under the influence of a blogger: The role of information?seeking goals and issue involvement. Psychology & Marketing, 36(4), 342-353. https://doi.org/10.1002/mar.21182

Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. https://doi.org/10.1016/j.jretconser.2022.103149

Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361-380. https://doi.org/10.1108/JFMM-08-2019-0157

Dangl, V. (2017). Social media influencer marketing: An empirical study on brand sponsorships and the effects on credibility of social media influencers in the fitness industry. Epub JKU. https://epub.jku.at/obvulihs/content/titleinfo/2079316

Deges, F. (2018). Quick Guide Influencer Marketing. Springer Gebler Wiesbaden.

Dwinanda, B., Syaripuddin, F. A., & Hendriana, E. (2022). Examining the extended advertising value model: A case of tiktok short video ads. Mediterranean Journal of Social & Behavioral Research, 6(2), 35-44. https://doi.org/10.30935/mjosbr/11820

Fowler, K., & Thomas, V. L. (2023). Influencer marketing: A scoping review and a look ahead. Journal of Marketing Management, 39(11-12), 933-964. https://doi.org/10.1080/0267257X.2022.2157038

Ghozali, I. (2019). Desain Penelitian Kualitatif dan Kuantitatif [Qualitative and Quantitative Research Design]. Universitas Diponegoro.

Haryani, D. S., Yulius, Y., & Limakrisna, N. (2023). The influence of viral marketing and celebrity endorser on the purchase intention of Skintific products in Tanjungpinang. International Journal of Advanced Multidisciplinary, 2(2), 542-550. https://doi.org/10.38035/ijam.v2i2.334

Hermawan, D. (2020). Influencer marketing in digital era: Does it really works?. International Journal of Management, Entrepreneurship, Social Science and Humanities, 3(2), 50-67. https://doi.org/10.31098/ijmesh.v3i2.260

Hidayah, R. T., Adriansyah, I., & Utami, E. M. (2024). The influence of TikTok EWOM on purchase intentions for the Originote skincare products. Asean International Journal of Business, 3(2), 141-153. https://doi.org/10.54099/aijb.v3i2.1017

Ho, V. T., Phan, N. T., & Le-Hoang, P. V. (2021). Impact of electronic word of mouth to the purchase intention-the case of Instagram. Independent Journal of Management & Production, 12(4), 1019-1033. https://doi.org/10.14807/ijmp.v12i4.1336

Indrawati, I., & Rizqullah, M. R. (2022). The influence of viral marketing through tiktok on consumer attitude at Shopee. Journal Of Global Business and Management Review, 4(1), 66-80. https://doi.org/10.37253/jgbmr.v4i1.6369

Irwansyah, M. R., Devi, S., & Dewi, L. G. K. (2019, November). The influence of viral marketing on online purchasing decisions of students. In International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 19) (pp. 111-116). Atlantis Press. https://doi.org/10.2991/teams-19.2019.21

Japarianto, E., & Adelia, S. (2020). Pengaruh tampilan web dan harga terhadap minat beli dengan kepercayaan sebagai intervening variable pada e-commerce Shopee [The influence of web appearance and price on purchase interest with trust as an intervening variable on Shopee e-commerce]. Jurnal Manajemen Pemasaran, 14(1), 35-43. https://doi.org/10.9744/pemasaran.14.1.35-43

Juliana, H. (2023). Pengaruh siaran langsung dan manfaat yang dirasakan terhadap niat beli melalui kepercayaan konsumen pada aplikasi Tiktok Shop [The influence of live broadcasts and perceived benefits on purchase intentions through consumer trust in the Tiktok Shop application]. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(6), 1517-1538. https://doi.org/10.54443/sinomika.v1i6.754

Kompas. (2023, February 28). Skintific Sukses Raih Beragam Penghargaan Dan Jadi Skincare Banyak Dicari [Skintific Successfully Wins Various Awards and Becomes a Skincare Product That is Much Sought After]. Kompas. https://www.kompas.id/baca/adv_post/skintific-sukses-raih-beragam-penghargaan-dan-jadi-skincare-banyak-dicari

Leong, C. M., Loi, A. M. W., & Woon, S. (2022). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2), 145-157. https://doi.org/10.1057/s41270-021-00132-9

Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36. https://doi.org/10.14707/ajbr.170035

Liu, H. H., & Wang, Y. N. (2019). Interrelationships between viral marketing and purchase intention via customer-based brand equity. Journal of Business and Management Sciences, 7(2), 72-83. http://dx.doi.org/10.12691/jbms-7-2-3

Lombogia, S. C., Tumbuan, W. J. A., & Saerang, R. T. (2024). The influence of celebrity endorsement and content marketing on purchase intention of Skintific products at TikTok Shop. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 12(03), 1677-1687. https://doi.org/10.35794/emba.v12i03.58498

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501

Müller, L., Mattke, J., & Maier, C. (2018). Exploring the effect of influencer marketing on purchase intention. AMCIS 2018 Proceedings, 29.

Murni, D., & Salim, M. (2024). The mediating role of trust in the influence of viral marketing and online consumer reviews on purchasing decisions Skintific product in TikTok. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, 12(1), 487-498. https://doi.org/10.37676/ekombis.v12i1.4971

Musa, A., Baharuddin, F. N., Antara, P. M., Selamat, S. M., Mohd, R. M. D., & Beta, A. A. (2024). Viral marketing and social media influencer roles in purchasing skincare product: A conceptual paper. International Journal of Academic Research in Business and Social Sciences, 14(5). http://dx.doi.org/10.6007/IJARBSS/v14-i5/21619

Nabila, A. N., Krisdianto, D., & Widayawati, E. (2023). Pengaruh potongan harga dan electronic word of mouth (e-wom) pada minat beli konsumen tiktok shop (studi pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang angkatan 2019). JIAGABI (Jurnal Ilmu Administrasi Niaga/Bisnis), 14(2), 10-18.

Nosita, F., & Lestari, T. (2019). The influence of user generated content and purchase intention on beauty products. Journal of Management Marketing Review, 4(3), 171-183.

Prihartini, D., & Damastuti, R. (2022). Pengaruh e-WOM terhadap Minat Beli Skincare Lokal pada Followers Twitter@ ohmybeautybank [The Influence of e-WOM on Purchase Interest of Local Skincare on Twitter Followers@ ohmybeautybank]. Calathu: Jurnal Ilmu Komunikasi, 4(1), 56-67. https://doi.org/10.37715/calathu.v4i1.2724

Rahmiati, F., Nugraha, R., & Prayoga, T. Z. (2023). Workshop on tourism service quality for tourist satisfaction and return visits. Asia Pacific Journal of Management and Education, 6(3), 30-44. https://doi.org/10.32535/apjme.v6i3.1634

Ramadanty, S., Muqarrabin, A. M., Nita, W. A., & Syafganti, I. (2020). Examining the effect of persuasive message of beauty vloggers on information acceptance of ewom and purchase intention: The study of consumers of beauty products in Jabodetabek, Indonesia. Pertanika Journal of Social Science & Humanities, 28(2), 763-775.

Ramadhan, M., Astuti, H. J., Rahmawati, E., & Ikhsani, M. M. (2024). The effect of influencer marketing, viral marketing and customer engagement on purchase intention at Bloods Store in Purwokerto. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi, 8(1), 1470-1484. https://doi.org/10.31955/mea.v8i1.3868

Ramadhany, D. A., Ariyani, D. N., Pandey, M. K., Pandey, R., Singh, P., Hanif, M., ... & Kumari, M. (2024). The Influence of green marketing on the revenues and firm value of companies in Asia. Asia Pacific Journal of Management and Education, 7(1), 141-155. https://doi.org/10.32535/apjme.v7i1.2948

Riduwan, R. (2018). Skala Pengukuran Variabel-Variabel Penelitian [Measurement Scale of Research Variables]. Alfabeta.

Rukmana, I. D. (2022, July 13). Pelembap Wajah Terlaris 2022, Berikut 10 Top Brand dengan Angka Market Share Tertinggi! [Best-Selling Facial Moisturizers 2022, Here are the 10 Top Brands with the Highest Market Share!]. Compas. https://compas.co.id/article/top-brand-pelembap-wajah-market-share/

Rukuni, T. F., Shaw, G., Chetty, Y., Kgama, P., Kekana, P., & Rogers, K. (2017). Viral marketing strategies and customer buying behavioural intentions at retail store in Johannesburg. Business Management and Strategy, 8(1), 59-83. https://doi.org/10.5296/bms.v8i1.10676

Sakinatun, F. A. (2023). Pengaruh celebrity endorsement dan harga terhadap minat beli konsumen (studi empiris pada konsumen pengguna TikTok Shop di wilayah Surakarta) [The influence of celebrity endorsement and price on consumer purchasing interest (an empirical study of consumers using TikTok Shop in the Surakarta area)]. Jurnal Media Wahana Ekonomika, 20(2), 242-254. https://doi.org/10.31851/jmwe.v20i2.12056

Saima, & Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Journal of Promotion Management, 27(4), 503-523. https://doi.org/10.1080/10496491.2020.1851847

Wang, S. L., & Lan, N. T. N. (2018). A study on the attitude of customer towards viral video advertising on social media: A case study in Viet Nam. The International Journal of Engineering and Science, 7(6), 54-60. https://doi.org/10.9790/1813-0706035460

Wei, C. C. J., Xuan, D., Ziru, C., & Jingru, C. (2023). GrabFood - The impact of electronic coupons on consumer’s purchasing power. Asia Pasific Journal of Management and Education, 6(3), 59-74. https://doi.org/10.32535/apjme.v6i3.2666

DOI: https://doi.org/10.32535/apjme.v7i3.3479