Pengaruh Gaya Hidup Hedonis Dan Paparan TiktokTerhadap Keputusan Pembelian Produk Skincare Melalui Minat Beli Sebagai Variabel Mediasi (Studi Kasus pada Konsumen TikTok di Kota Malang)

Abstract

Abstract

This study aims to examine the influence of hedonic lifestyle and TikTok exposure on skincare purchasing decisions through purchase intention as a mediating variable among TikTok consumers in Malang City. This research employed a quantitative approach using a survey method. The sample consisted of 100 respondents selected through purposive sampling, namely active TikTok users aged at least 17 years who had purchased skincare products through TikTok Shop. Data were collected using questionnaires and analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS 3.0. The findings indicate that hedonic lifestyle and TikTok exposure have a positive and significant effect on purchasing decisions. Both variables also have a positive and significant influence on purchase intention. In addition, purchase intention has a positive and significant effect on purchasing decisions. The mediation analysis shows that purchase intention significantly mediates the relationship between hedonic lifestyle and purchasing decisions, as well as between TikTok exposure and purchasing decisions. These findings suggest that consumers with stronger hedonic tendencies and greater exposure to TikTok content are more likely to develop purchase intention, which subsequently encourages them to make skincare purchasing decisions through TikTok Shop.

Keywords: Hedonic Lifestyle, TikTok Exposure, Purchase Intention, Purchasing Decision.