PENGARUH KUALITAS PRODUK DAN PROMOSI TIKTOK MELALUI MINAT BELI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE GLAD2GLOW DI KOTA PALU

Digital transformation has driven shifts in consumer behavior regarding
information seeking prior to purchase, particularly in the beauty industry
via social media platforms like TikTok. This study aims to analyze the
influence of product quality and TikTok promotions on purchasing
decisions both directly and indirectly through purchase intention
regarding Glad2Glow skincare products in Palu City. A quantitative
method with a causal approach was employed. Data were collected using
a 1–5 Likert scale questionnaire distributed to 100 Glad2Glow
consumers in Palu City, selected via purposive sampling. Data analysis
was conducted using Structural Equation Modeling Partial Least
Squares (SEM-PLS), involving evaluations of both the outer and inner
models. The results indicate that all hypotheses tested were significantly
supported (t-statistic > 1.96 and p-value < 0> 1.96 and p-value < 0.05). Product quality and
TikTok promotions were found to have a positive and significant impact
on both purchase intention and purchasing decisions. Purchase intention
also positively and significantly influenced purchasing decisions and was
shown to mediate the relationship between product quality/TikTok
promotions and the decision to purchase Glad2Glow products. The
coefficient of determination (R²) values reveal that product quality and
TikTok promotions explain 66.7% of the variance in purchase intention,
while product quality, TikTok promotions, and purchase intention
collectively explain 71.5% of the variance in purchasing decisions.