Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Dynamic Management Journal
Rajesh Prettypal Singh
Multimedia Nusantara University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
SOCIAL MEDIA MARKETING, BRAND ENGAGEMENT, AND PURCHASE INTENTION TOWARD SOMETHINC AMONG YOUNG TIKTOK USERS Boby Arinto; Rajesh Prettypal Singh; Humairoh Humairoh
Dynamic Management Journal Vol. 10 No. 1 (2026): January
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v10i1.15574

Abstract

This study examines how Social Media Marketing Activities (SMMAs) on TikTok influence Consumer Brand Engagement (CBE) and Purchase Intention toward Somethinc, a leading Indonesian beauty brand. It also investigates whether Brand Trust moderates the relationship between CBE and Purchase Intention. The study focuses on TikTok users aged 18-30 years in Greater Jakarta who follow Somethinc and have previously interacted with its content. Data were collected through an online survey using purposive sampling, yielding 150 valid responses. The data were analysed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results show that all four SMMAS dimensions; entertainment, interactivity, trendiness, and electronic word-of-mouth, significantly enhance Consumer Brand Engagement. In turn, CBE has a strong positive effect on Purchase Intention, while Brand Trust also positively influences Purchase Intention but does not moderate the CBE-Purchase Intention relationship. This study contributes to digital marketing literature by demonstrating the central role of engagement in driving purchase intention among young social-media users, while offering practical insights for beauty brands seeking to optimise TikTok-based marketing strategies.
Co-Authors Boby Arinto Humairoh Humairoh