Business and Investment Review
Vol. 2 No. 2 (2024)

The Impact of TikTok Influencers Endorser on Consumer Purchase Intentions for Scarlet Whitening Brand

Kasuma, Achmad Bintang Herida (Unknown)
Rabbani, Rahadian Rashief (Unknown)

Article Info

Publish Date
12 Mar 2024

Abstract

This study examines the impact of TikTok influencers on consumer purchase intentions, focusing on Scarlet Whitening products. Utilizing a quantitative approach, data was collected via survey methods from TikTok users familiar with Scarlet Whitening products. Analysis revealed a significant correlation between TikTok influencers' endorsements and customer purchase intentions, highlighting the influencers' substantial role in shaping consumer behavior. The findings underscore the importance of considering social media influencers in contemporary marketing strategies, particularly for businesses in sectors like cosmetics and beauty. Academically, this study contributes to understanding digital-age consumer behavior, while practically, it offers insights for enhancing marketing plans through strategic influencer collaborations.

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Journal Info
Business and Investment Review
Website

Abbrev

birev

Publisher

CV. Lenggogeni Data Publishing

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

BIREV: Business and Investment Review covers all aspects of management, business and investment. Journal Scope: Strategic management, Human resource and performance management, Business environment, Marketing strategic, cost-volume-profit analysis, Cost analysis for pricing and cost management, ...