Digital Marketing Communication on TikTok and Consumer Purchase Intention: Evidence from Make Over Consumers

Abstract

This study examines the influence of digital marketing communication through TikTok on consumer purchase intention toward Make Over products. Using a quantitative explanatory design, data were collected from 124 active TikTok users who had viewed or interacted with Make Over promotional content. The data were analyzed using SPSS through validity and reliability testing, classical assumption testing, simple linear regression, t-test, and coefficient of determination. The findings show that digital marketing communication has a positive and significant effect on purchase intention (Sig. = 0.000; B = 0.289). The result indicates that informative, entertaining, interactive, credible, and incentive-based TikTok communication can support consumers’ attention, interest, desire, and intention to purchase. However, the Adjusted R Square value of 0.090 shows that purchase intention is also shaped by factors outside the model. This study confirms TikTok as a strategic digital communication medium where beauty brand messages are delivered, interpreted, and responded to by audiences.