Digital Marketing, Brand Image, Price Effects on Tiktok Skintific Buying Interest Among Students

Abstract

This study attempts to investigate how pricing, brand image, and digital marketing impact students from the class of 2022 at Mikroskil University's interest in purchasing Skintific products through the TikTok Shop. TikTok has become one of the most beneficial digital marketing platforms for brands, especially those in the Skintific business. Brand image and pricing are crucial to generating consumer trust and interest in these products. Saturation sampling is the sampling technique, and a questionnaire is used to collect data. The SmartPLS 3.2.9 application is used for data analysis. The results indicate that digital marketing has a positive and significant impact on purchasing interest. On the contrary, the study indicates that pricing and brand image have negative impacts and have no bearing on consumers' desire to buy. We can conclude that only digital marketing positively and significantly impacts buying interest in this context.