| dc.description.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. | en_US |
