The Effect of Social Media Marketing, Perceived Quality, and Electronic Word of Mouth on Purchase Intention of Hijab Products on TikTok Through Trust as a Mediating Variable

Abstract

This study investigates how social media marketing, perceived quality, and electronic word of mouth (E-WOM) influence purchase intention for Tie By Min hijab products on TikTok, with trust positioned as a mediating variable. A quantitative associative design was applied to 100 female Generation Z respondents aged 17 to 29 years living in the Greater Jakarta area who had encountered Tie By Min promotional content and had purchased or intended to purchase the products through TikTok. Data were obtained through a five-point Likert-scale questionnaire and examined using Partial Least Squares Structural Equation Modeling with SmartPLS 4.0. The findings indicate that social media marketing, perceived quality, and E-WOM significantly and positively influence trust. Each variable also has a significant positive relationship with purchase intention, and trust significantly affects purchase intention. Furthermore, trust mediates the effects of social media marketing, perceived quality, and E-WOM on purchase intention. The results highlight the importance of building consumer trust when developing TikTok marketing strategies aimed at Generation Z.