The Role Of Brand Trust In Driving Impulse Purchases Through Skinific Product Interactivity During Tiktok Live Broadcasts

Abstract

This study aims to analyze the role of brand trust in driving consumers' impulse purchasing decisions through product interactivity during TikTok live streams, with a focus on Skintific beauty products. In today's digital age, TikTok has become a major platform that influences consumer behavior, especially among younger generations who are increasingly active in interacting with content presented through this application. One factor that influences impulsive buying is brand trust, which can be formed through previous positive consumer experiences, brand transparency, and the quality of the products offered. This study also investigates how product interactivity during TikTok live broadcasts, which allows consumers to participate directly, ask questions, and provide feedback, can strengthen emotional engagement and increase impulsive purchasing decisions. The research method used is a quantitative approach with Structural Equation Modeling (SEM) analysis to test the relationship between variables. Data was collected through a questionnaire distributed to 300 respondents who are active TikTok consumers, with the criteria of users who have watched Skintific's TikTok live broadcast and have experience shopping for beauty products online. The results show that product interactivity has a positive and significant effect on brand trust and impulsive purchasing, both directly and indirectly through brand trust mediation. Brand trust serves as an important mediator between product interactivity and impulsive purchasing decisions. This study provides practical implications for companies to increase brand trust through product transparency and consistent quality, as well as optimizing product interactivity in TikTok live streams to increase audience engagement. In addition, companies can create a sense of urgency and scarcity through limited offers for to encourage impulsive purchases. These findings provide important insights for brands that want to leverage the potential of TikTok Live as an effective marketing tool to increase sales and consumer loyalty.