The Effect of Perceived Value, Interactive Storytelling Marketing, and Brand Awareness on Repeat Purchase (A Study of TikTok Users of MS Glow Skincare Products in the Jabodetabek Area)
DOI:
https://doi.org/10.61963/jkt.v3i2.172Keywords:
Perceived Value, Interactive Storytelling Marketing, Brand Awareness, Repeat PurchaseAbstract
The rapid expansion of social media based marketing particularly on TikTok has transformed how consumers interact with brands and develop long-term purchasing relationships. This phenomenon is especially prominent in the skincare industry, where experiential value, narrative engagement and brand recognition as an important role in forming consumer loyalty. This research aims to determine the effect of perceived value, interactive storytelling marketing, and brand awareness on repeat purchases of MS Glow skincare products among TikTok users in the Jabodetabek area. Respondents in this study were users who had previously purchased MS Glow products through TikTok Shop. The research used sampling method with non-probability sampling which is purposive sampling technique, and the total number of respondents was 305. The data collection instrument was a questionnaire distributed via Google Form. Data analysis methods included multiple linear regression, with classical assumption tests, hypothesis testing, and data processing using system SPSS 25. The results indicate that perceived value, interactive storytelling marketing, and brand awareness have a positive influence on repeat purchases. Simultaneously, the three independent variables significantly influence repeat purchase decisions.
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