Skip to main content Skip to main navigation menu Skip to site footer
Published: 2024-03-12

The Impact of TikTok Influencers Endorser on Consumer Purchase Intentions for Scarlet Whitening Brand

Management Department, University of Lampung
Management Department, Faculty of Economics and Business University of Lampung
Tiktok Influencers Consumer purchase intention scarlet whitening


This study examines the impact of TikTok influencers on consumer purchase intentions, focusing on Scarlet Whitening products. Utilizing a quantitative approach, data was collected via survey methods from TikTok users familiar with Scarlet Whitening products. Analysis revealed a significant correlation between TikTok influencers' endorsements and customer purchase intentions, highlighting the influencers' substantial role in shaping consumer behavior. The findings underscore the importance of considering social media influencers in contemporary marketing strategies, particularly for businesses in sectors like cosmetics and beauty. Academically, this study contributes to understanding digital-age consumer behavior, while practically, it offers insights for enhancing marketing plans through strategic influencer collaborations.


  1. (2023). Exploring the tiktok influences on consumer impulsive purchase behaviour. International Journal of Business and Society, 24(1):39-55. doi: 10.33736/ijbs.5600.2023
  2. (2023). The Influence of Product Reviews, Trust, and Marketing Content on Tiktok on Jiniso's Product Purchase Decisions. Formosa Journal of Sustainable Research, doi: 10.55927/fjsr.v2i4.3613
  3. -321.
  4. A, Shimp, Terence .2003. Periklanan Promosi & Aspek Tambahan Komunikasi Pemasaran Terpadu, Jilid I ( edisi 5), Jakarta :Erlangga.
  5. Anand, P., Holbrook, M.B., & Stephens, D. (1988). The Formation of affective judgments: The cognitive affective model versus the independence hypothesis. Journal of Consumer Research, 15, 386-391.
  6. Atkin, C., & Martin, B. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(1), 57-61.
  7. Ayodele, Adeola & Ifeanyichukwu, Chioma. (2016). FACTORS INFLUENCING SMARTPHONE PURCHASE BEHAVIOR AMONG YOUNG ADULTS IN NIGERIA. International Journal of Recent Scientific Research. 7. 13248-13254.
  8. Belch, George & Belch, Michael. (2009). Advertising and Promotion. An Integrated Marketing Communication Perspective.
  9. Buttle, Francis. (1998). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing. 6. 241-254. 10.1080/096525498346658.
  10. Chatterjee, P. (2001) Online Reviews: Do Consumers Use Them? Advances in Consumer Research, 28, 129-133.
  11. Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345–354.
  12. Fill, Chris. 2006. Marketing Communications: Interactivity, Communities and Content. Prentice Hall Europe, 5th Edition. Belch, George E dan Michael A Belch. 2004. Advertising And Promotion, Singapore: Irwin Mc-Graw Hill.
  13. Kamins, M. A., & Marks, L. J. (1991). The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands.Journal of the Academy of Marketing Science 19(3), 177-185.
  14. Kaynar, O., & Amichai-Hamburger, Y. (2008). The effects of Need for Cognition on Internet use revisited. Computers in Human Behavior, 24(2), 361–371.
  15. Laroche, M., C. Kim, and L. Zhou. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37(2), 115-120.
  16. McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3),
  17. Miciak, A. R., & Shanklin, W. L. (1994). Choosing Celebrity Endorsers. Marketing Management, 3, 50-60.
  18. Mona, H., Mussa. (2023). The Impact of TikTok Influencers on TikTok Users' Online Buying Decisions in Egypt. The Academic Journal of Contemporary Commerical Research, 3(2):1-17. doi: 10.21608/ajccr.2023.304705
  19. Mooij, Ton. (2005). Mooij, T. (2005). Towards a ‘contextual learning theory’ to optimise instruction and learning. Paper presented at the ´European Conference on Educational Research´ in Dublin, Ireland, 7-10 September 2005. Nijmegen, The Netherlands: Radboud University Nijmegen, ITS..
  20. Qingling, Liu. (2023). How beauty influencers on TikTok can affect the purchasing of cosmetics. SHS web of conferences, doi: 10.1051/shsconf/202316502022
  21. Schiffman, L.G., & Kanuk, L.L. (2000). Consumer behavior, 7th ed. Prentice Hall.

How to Cite

Kasuma, A. B. H., & Rabbani, R. R. (2024). The Impact of TikTok Influencers Endorser on Consumer Purchase Intentions for Scarlet Whitening Brand. Business and Investment Review, 2(2), 29–35.