Using Tiktok as a Live Marketing Strategy to Attract Female Consumers' Interest in Purchasing Cosmetic Products in Indonesia

Abstract

This research examines TikTok's role as a direct marketing strategy to engage female consumers in purchasing cosmetic products in Indonesia. It employs a quantitative approach, surveying 250 active female TikTok users who interacted with cosmetic content. The study investigates various factors, including TikTok user recommendations, shopping experiences, content interactivity, shopping guidance, product visibility, influencer impact, customer engagement, and repurchase intention. Respondents rate these factors on a Likert Scale. The analysis, carried out utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM), intends to uncover how these variables affect individuals' intentions to make repurchases

This study aims to offer an understanding of how TikTok serves as an effective marketing platform for cosmetics targeted at female consumers in Indonesia.. The PLS-SEM approach is chosen for its ability to handle complex relationships in the data, including non-linear ones. By examining the relationships and conducting statistical analysis, this study aims to contribute to our understanding of how TikTok influences consumer behavior in the cosmetic industry.