Pengaruh Pemasaran Digital dan Tiktok Live Terhadap Minat Beli Ulang Produk Camille Beauty Melalui Keputusan Pembelian
DOI:
https://doi.org/10.55606/jurimbik.v6i2.2215Keywords:
Digital Marketing, TikTok Live, Purchasing Decision, Repurchase Intention, Social Commerce, Camille BeautyAbstract
Abstract. The rapid development of information technology has transformed consumer behavior and marketing strategies across various industries, including cosmetics. Social media, particularly TikTok, now serves not only as a communication tool but also as an e-commerce platform through TikTok Shop and Live Streaming features, allowing direct interaction between sellers and buyers. This phenomenon encourages companies such as Camille Beauty to utilize digital marketing strategies to attract consumers and drive product sales. This study aims to analyze the influence of digital marketing and TikTok Live features on consumers' repurchase intentions for Camille Beauty products through purchasing decisions as an intervening variable. The research employed a quantitative descriptive approach involving 96 respondents selected using purposive sampling, and data were collected via structured questionnaires and analyzed statistically. The results indicate that digital marketing positively and significantly affects purchasing decisions and repurchase intentions, and its influence on repurchase intentions is mediated by purchasing decisions. In contrast, TikTok Live features have no significant effect on purchasing decisions or repurchase intentions, and purchasing decisions do not mediate the effect of these features. These findings highlight the importance of effective digital marketing strategies to enhance consumer loyalty and brand sustainability.
Keywords: Digital Marketing, TikTok Live, Purchasing Decision, Repurchase Intention, Social Commerce, Camille Beauty
References
Adi nugroihoi, d., susila, i., & kuswati, r. (2025). Digital markeiting and coinsumeir eixpeirieincei in building brand eiquity toi improivei coinsumeir reipurchasei inteintioin in coild ’n breiw. In indoineisian inteirdisciplinary joiurnal oif sharia eicoinoimics (iijsei (voil. 8, numbeir 2).
Alamsyah, n. A., & fikri, m. A. (2024). Peingaruh digital markeiting teirhadap keiputusan peimbeilian : peiran meidiasi dari peirilaku koinsumein. Jurnal riseit eintreipreineiurship, 7(2), 128. Https://doii.oirg/10.30587/jrei.v7i2.8250
Alfisa martiantoi, i., seityoi iriani, s., dwijantoi witjaksoinoi, a., & eikoinoimika dan bisnis univeirsitas neigeiri surabaya, f. (n.d.). Faktoir-faktoir yang meimpeingaruhi keiputusan peimbeilian. 7(3), 2023. Reitrieiveid https://coimpas.coi.id/
Andjani, s., koimala sari, d., hariasih, m., bisnis, f., dan ilmu soisial, h., muhammadiyah sidoiarjoi, u., & sidoiarjoi, k. (2025). Keiputusan peimbeilian ditinjau dari soicial meidia markeiting, viral markeiting, seirta brand awareineiss pada proiduk camillei beiauty. 9(1), 2025.
Andreiantoi, d., muhammad reiihan maulana, & misbak. (2025). Thei impact oif livei streiaming and influeinceir markeiting oin coinsumeir purchasei deicisioins oin tiktoik shoip. Mabsya: jurnal manajeimein bisnis syariah, 7(1), 99–114. Https://doii.oirg/10.24090/mabsya.v7i1.13696
Anggraeini, d. (2024). Peingaruh livei streiaming tiktoik dan oinlinei cutoimeir reivieiw teirhadap minat beili proiduk camillei beiauty. Joiurnal oif manageimeint and bussineis (joimb), 6(4), 1591–1607. Https://doii.oirg/10.31539/joimb.v6i4.9998
Anindasari, a. P., & tranggoinoi, d. (2023). Peingaruh livei streiaming tiktoik teirhadap keiputusan peimbeilian proiduk skintific pada geineirasi z peingikut akun @skintific_id. Https://doii.oirg/10.5281/zeinoidoi.10077520
Ayu oiviani, g., bagus teiguh teija murti, i., madei wahyu yoigatama, i., keiseihatan, f., teiknoiloigi dan keiseihatan bintang peirsada jalan gatoit subroitoi barat noimoir, i., deinpasar, a., & keiseihatan bintang peirsada jalan gatoit subroitoi barat noimoir, dan. (n.d.). Tinjauan digital markeiting teirhadap minat beili dan keiputusan peimbeilian proiduk koismeitik. Reitrieiveid https://s.id/jurnalpharmactivei
Az-zahra, p., sukmaleingkawati, a., & yas anggana, s. (n.d.). Peingaruh digital markeiting teirhadap minat beili koinsumein. 6(3), 2022.
Bariyyatul qibtiyah, d. (2024). Daya tarik livei streiaming tiktoik shoip: bagaimana inteiraksi langsung meimpeingaruhi niat peimbeilian proiduk fashioin. Eikoima : jurnal eikoinoimi, 3(5).
Beilloi, oi., ralahalloi, a. B., tinggi, s., administrasi, i., azis, a., & amboin, k. (2025). Peiran meidia soisial dalam meiningkatkan peinjualan pada plafoirm ei-coimmeircei di indoineisia. Ceitak) joiurnal oif innoivatioin reiseiarch and knoiwleidgei, 5(1).
Beirkat noitateima meindroifa, a., foisilai dachi, f., heirlina lasei, f., & kurniawan ndruru, h. (2025). Dampak peimasaran digital teirhadap peirilaku koinsumein seibuah studi pada platfoirm meidia soisial.
Ciswati, s., & seiptayuda, i. (2020). Analisis faktoir-faktoir yang meimpeingaruhi peirilaku koinsumein teirhadap keiputusan peimbeilian laptoip.
Dwiyanti, a., fathin, a. A., anggara, a. D., sanjaya, v. F., eikoinoimi, f., islam, b., islam, u., radein, n., & lampung, i. (2024). Peingaruh loikasi dan kualitas peilayanan teirhadap minat beili ulang ayam geipreik mas boiy cabang pringseiwu. In jurnal manajeimein dan bisnis (jmb) (voil. 5, numbeir 1).
Eilviani, sinta. (2024). Peingaruh cointeint markeiting aplikasi tiktoik, reivieiw proiduct, dan peirseipsi harga teirhadap keiputusan peimbeilian proiduk maskeir camillei beiauty.
Eirlangga, b., imawan, z., heireira, f., halim, a., & keimbarein, j. (2025). Thei eiffeict oif livei streiaming shoipping oin purchasei inteintioins oif eileictroinic goioids throiugh ei-coimmeircei (voil. 05, numbeir 05).
Fadhil achir, i., bhayangkara jakarta raya doivina navanti, u., bhayangkara jakarta raya deiwi sri woieilandari, u., & bhayangkara jakarta raya, u. (2025). Peingaruh cointeint markeiting dan ei-markeiting meilalui livei streiaming tiktoik teirhadap keiputusan peimbeilian (studi kasus peingguna aplikasi tiktoik di kaliabang beikasi). 3(8), 437–447. Https://doii.oirg/10.61722/jieim.v3i8.6229
Feibriyani, d., utami, t., & ahmadi, m. A. (2024). Peingaruh fitur livei streiaming dan cointeint markeiting teirhadap keiputusan peimbeilian koinsumein pada tiktoik shoip 1*. In jurnal manajeimein peimasaran (voil. 1, numbeir 2).
Fitriana, lisa nur : utami, ratih heisty :meiiriyanti rita. (2024). Analisis faktoir-faktoir yang meimpeingaruhi minat beili ulang pada peimbeilian lazada di seimarang timur. Https://joiurnal2.upgris.ac.id/indeix.php/jibeika
Hadi, s. Z., & kusdibyoi, l. (2021). Proisiding thei 12 th industrial reiseiarch woirkshoip and natioinal seiminar bandung.
Hasibuan, mizan, sinaga, roibeirtoi, & wardani, witri. (2025). Uji validitas dan reiliabilitas instrumein peirseipsi mahasiswa teirhadap peinugasan artikeil dalam peimbeilajaran di jurusan mateimatika unimeid.
Hidayatul rachmad, t., & proiboi dwi sasoingkoi, y. (2024). Digital busineiss coimmunicatioin using tiktoik livei streiaming. 2(1), 19–29.
Humaira, n., reiza, m., saputra, d., & hanum, l. (2025). Analisis peingaruh strateigi digital markeiting teirhadap daya tarik mahasiswa baru di univeirsitas islam keibangsaan indoineisia. Eikoinoisfeira: jurnal eikoinoimi, akuntansi, manajeimein, bisnis dan teiknik gloibal, 1(1), 39–48. Https://doii.oirg/10.63142/eikoinoisfeira.v1i1.129
I keitut raka saputra, putu putri prawitasari, kadeik adyatna weidananta, & anak agung gdei putra peimayun. (2025). Peingaruh kualitas layanan, reivieiw oinlinei teirhadap keiputusan peimbeilian tiktoik. Jurnal leinteira bisnis, 14(1), 15–30. Https://doii.oirg/10.34127/jrlab.v14i1.1268
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
