Digital Marketing and Customer Trust Effects on Local Perfume Repurchase Intention via Purchase Decisions TikTok

Pengaruh Pemasaran Digital dan Kepercayaan Pelanggan terhadap Niat Pembelian Ulang Parfum Lokal melalui Keputusan Pembelian TikTok

Abstrak

Abstract : Digital transformation in the trade sector has accelerated the use of social commerce platforms, particularly TikTok Shop, for marketing local perfume products

Objective : This study examines the effect of digital marketing and customer trust on repurchase intention, with purchase decisions as an intervening variable among TikTok Shop users in DKI Jakarta.

Methods: A quantitative survey approach was employed, collecting data from 167 respondents who had purchased local perfumes via TikTok Shop. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS 4.1.

Research Results: The results indicate that digital marketing and customer trust have a positive and significant effect on purchase decisions and repurchase intention. Purchase decisions significantly mediate these relationships. The model explains 55.0% of purchase decisions and 56.8% of repurchase intention, highlighting the importance of trust-based digital marketing strategies.