Prasojo, Bayu Hari and Yuniar, Dwi Cahya (2026) The Role of TikTok Content Personalization on Wardah Beauty Official Product Purchase Decisions. International Journal on Orange Technologies, 8 (2). ISSN 2615-8140

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Abstract

This study aims to analyze the influence of TikTok content personalization on the purchase decision of Wardah Beauty Official products. The three main indicators of personalization analyzed include content relevance, content suitability and satisfaction with user preferences, and the frequency of content appearing on For You Page (FYP) pages. The method used was quantitative explanatory, with data collection techniques through an online questionnaire to 88 respondents who had been exposed to Wardah content on TikTok Shop. The analysis was carried out using a multiple linear regression model assisted by SmartPLS. The results showed that the three variables of content personalization did not have a significant effect on purchasing decisions. This shows that even though content has been personalized, it is not necessarily able to encourage consumers to make a purchase. These findings imply the need for a more comprehensive marketing approach to create purchase conversions on social media platforms like TikTok.

Item Type:	Article
Uncontrolled Keywords:	Content personalization, Purchasing decisions, Wardah, TikTok, Quantitative
Subjects:	H Social Sciences
Depositing User:	admin eprints
Date Deposited:	15 Aug 2026 00:08
Last Modified:	15 Aug 2026 00:08
URI:	http://eprints.umsida.ac.id/id/eprint/16973

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