The Effect of Influencer Endorsements, Tiktok Content, and Discount Prices, on Purchase Intention in Brand Make Over with Product Involvement as Mediation

Abstract

This study aims to analyze the influence of influencer endorsements, TikTok content, and discounted prices on purchase intention for Make Over products, with product involvement serving as a mediating variable. A quantitative approach was employed, utilizing purposive sampling to select 105 respondents. Data were collected via questionnaires and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with SmartPLS 3 software. The results indicate that influencer endorsements, TikTok content, and discounted prices influence product involvement. Furthermore, product involvement affects purchase intention and mediates the impact of influencer endorsements, TikTok content, and discounted prices on purchase intention. These findings demonstrate that higher levels of consumer product involvement lead to a greater intention to purchase Make Over products.