Antecedents of Purchase Decisions: A Study on Social Commerce TikTok Azarine Cosmetics

The development of digital marketing today is driven by important factors. Factors included in this study such as rapidly spreading viral marketing that reaches a broad audience, positive reviews from existing customers that can attract new ones, the ease of finding comprehensive product information through interactive features, entertaining and relevant content that aligns with consumer perceptions, and consumer trust in the product. The purpose of this study is to analyze the antecedents of purchasing decisions represented by the variables of viral marketing, online customer reviews, interactivity, entertainment, perceived relevance, and trust. The sampling technique used was purposive sampling. This research utilizes a quantitative approach, collecting data through a questionnaire distributed via Google Forms to Azarine consumers in Indonesia, with a sample size of 358 respondents. The analytical tool used in this study is SmartPLS 3.0. Based on the research findings, viral marketing, online customer reviews, and interactivity influence consumer trust. However, the variables of entertainment and perceived relevance do not affect consumer trust. The results also show that viral marketing, online customer reviews, entertainment, and trust do not significantly influence purchasing decisions, while interactivity and perceived relevance do.