Analysis of the Influence of Social Media Marketing, Online Customer Ratings, and Brand Image on Consumer Purchasing Interest at Fukutani.id Kediri
DOI:
https://doi.org/10.29407/bgg4js35Abstract
Research aim: This study aims to examine the effects of social media marketing, online customer ratings, and brand image on consumers’ purchase intention for Fukutani.id products on TikTok Shop. Additionally, it seeks to identify which variable has the most dominant impact on purchase intention.
Design/Method/Approach: A quantitative approach with a causal research design was employed. The population included consumers who had interacted with Fukutani.id’s marketing content on TikTok and made at least one purchase in the past six months. Forty respondents were selected through purposive sampling. Data were collected via a structured questionnaire using a five-point Likert scale and analyzed with multiple linear regression in SPSS. The analysis was supported by validity and reliability tests, along with classical assumption checks, including normality, multicollinearity, and heteroscedasticity.
Research Findings: Results show that, individually, social media marketing and brand image significantly and positively influence purchase intention, while online customer ratings do not have a significant partial effect. Simultaneously, all three variables significantly affect consumer purchase intention, with brand image being the most dominant factor.
Theoretical contribution/Originality: This study contributes to digital marketing literature by providing empirical evidence on consumer purchase intention in the context of a local fashion brand on TikTok Shop. Examining social media marketing, online customer ratings, and brand image together in a single model offers an original perspective, particularly in Indonesia’s rapidly growing social commerce environment.
Practitioner/Policy implication: The findings offer practical insights for local fashion businesses, suggesting that strengthening brand image and optimizing social media marketing strategies can enhance consumer purchase intention on TikTok Shop.
Research limitation: he study is limited by a small sample size and its focus on a single local brand. Future research should consider larger samples, multiple product categories, and additional variables such as consumer trust, perceived value, or promotional strategies.
Keywords:
Social Media Marketing, Online Customer Rating, Brand Image, Purchase Intention, TikTok Shop, Fukutani.idDownloads
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