Analysis of Factors Increasing Customer Engagement and Brand Trust Toward Purchase Intention

Abstract

Purpose : The study analyzed the impact of short-video content creativity, influencer authenticity, and public word-of-mouth on consumers’ purchase intention in the context of TikTok Commerce. It also considered the role of customer engagement and brand trust as mediating variables. Design/Methodology/Approach : This study surveyed 240 active TikTok users residing in West Java, Indonesia. All users frequently browse TikTok, are familiar with the platform’s e-commerce functions, and are able to evaluate fashion products in TikTok Commerce. The study adopted partial least squares structural equation modeling for data analysis. Findings : The results showed that short-video content creativity, influencer authenticity, and public word-of-mouth all had positive and significant impacts on customer engagement and brand trust. Among all, customer engagement had the most significant impact on purchase intention. These results indicated that to enhance consumers’ purchase intention, marketers could enhance their influencer authenticity, develop creative short-video content, and leverage social proof, while also reinforcing customer engagement and brand trust. Practical Implications : Marketers should prioritize the creation of authentic short-video content, collaborate with related influential creators on the platform, and make good use of social proof mechanisms to strengthen customer engagement, brand trust, and purchase intention within TikTok’s short-video ecosystem. Originality/Value : The study extended the Stimulus–Organism–Response theory by confirming the mediating roles of customer engagement and brand trust. It also provided a new research perspective for interpreting the psychological mechanisms behind short-video e-commerce consumption behavior.