Factors Influencing the Purchase Decisions of TikTok Users for Skintific Skincare in Surabaya

This study examines the influence of viral marketing and brand awareness on purchasing decisions for Skintific products via TikTok in Surabaya. A purposive sample of 115 consumers was surveyed, and data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The study tests two variables: viral marketing and brand awareness, both as predictors of purchasing decisions. Data were collected over a defined observation period from active TikTok shoppers. Results reveal that both viral marketing and brand awareness significantly and positively affect purchasing decisions, with viral marketing exerting a slightly stronger influence. These findings imply that optimizing viral marketing strategies on social media can enhance consumer engagement and drive sales, while strong brand awareness reinforces consumer trust and purchase intent.