The Role of Consumer Trust in Mediating the Influence of e-WoM and Satisfaction on Skincare Product Purchase Decisions on TikTok Shop

Penulis

  • Fachran Haikal Universitas Sumatera Utara
  • Eldo Stevens Markus Simanjuntak Universitas Sumatera Utara
  • Iskandar Iskandar Universitas Sumatera Utara

DOI:

https://doi.org/10.37064/jpm.v13i2.27132

Kata Kunci:

E-Commerce, Pengalaman Berbelanja, Review Produk, Trust, Word of Mouth

Abstrak

The rapid growth of social commerce particularly TikTok Shop has significantly reshaped consumer purchasing behavior in Indonesia's skincare market. This study aims to examine the influence of electronic Word of Mouth (e-WoM) and consumer satisfaction on purchase decisions, with consumer trust positioned as a mediating variable. The population comprises female consumers aged 17-35 who purchased skincare products via TikTok Shop, and 231 respondents were selected using purposive sampling. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.1.6. The findings reveal that consumer trust has a strong and significant effect on purchase decisions, serving as a critical mediator within the model. Consumer satisfaction does not directly influence purchase decisions; instead, its effect becomes significant only through full mediation by consumer trust. In contrast, e-WoM demonstrates both direct and indirect effects on purchase decisions, indicating a partial mediation pathway. These results highlight that, in the context of high-risk and experience-driven products such as skincare, consumer trust functions as the central psychological mechanism bridging social stimuli and actual purchasing behavior. This study extends theoretical understanding of social commerce behavior and provides practical insights for skincare brands and TikTok Shop sellers seeking to design trust-oriented marketing strategies.

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Unduhan

Diterbitkan

2025-12-05

Terbitan

Vol 13 No 2 (2025): Jurnal Pemberdayaan Masyarakat

Bagian

Articles

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