Customer Trust as a Mediator of eWOM, Brand Trust, and Promotion on Online Purchase Intention: A Study of Skintific Products on TikTok Shop, Indonesia
Main Article Content
Abstract
This study investigates the influence of Electronic Word of Mouth (EWOM), Brand Trust, and Promotion on consumers’ interest in online purchases, with Customer Trust as a mediating variable, focusing on Skintific products on TikTok Shop in Indonesia. While previous studies have examined online purchase behavior, limited research has explored the simultaneous roles of EWOM, Brand Trust, and Promotion in the context of short-video social commerce platforms. Using a quantitative approach, data were collected from 435 students in Surakarta via purposive sampling and structured Likert-scale questionnaires, complemented by secondary sources for contextual understanding. Analysis was performed using SmartPLS software, applying multiple linear regression and Sobel tests to evaluate both direct and indirect relationships. Validity and reliability were confirmed through Pearson correlation and Cronbach’s alpha, with classical assumption tests ensuring regression robustness. Results show that EWOM positively affects Brand Trust but not Promotion perception, while Customer Trust significantly strengthens both Brand Trust and responsiveness to Promotion. Transparent and attractive Promotions further enhance Brand and Customer Trust, ultimately increasing online purchase interest. This study contributes to the literature by highlighting the mediating role of Customer Trust in short-video social commerce and providing practical strategies for brands to leverage EWOM and Promotions to drive online purchasing behavior.
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How to Cite
Putri Awalupi, V. A. . and Saputro, E. P. . (2025) “Customer Trust as a Mediator of eWOM, Brand Trust, and Promotion on Online Purchase Intention: A Study of Skintific Products on TikTok Shop, Indonesia”, Jurnal Mantik, 9(4), pp. 1170-1180. doi: 10.35335/mantik.v9i4.6882.
References
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Aslami, N., Apriani, A., Widayati, C. C., & Losi, R. V. (2022). The Role Of Trust In Mediating Perceived Ease Of Use , Perceived Risk And E-Wom On Purchase Intention. Jurnal Perspektif Manajerial Dan Kewirausahaan (Jpmk) Volume, 2(2), 69–81.
Az-Zhahra, S. M. (2025). Analysis Of The Influence Of Social Media Marketing And E- Wom On Purchase Intention Of Somethinc Products Mediated By Brand Trust In Solo Raya Az-Zhahra. Indonesian Interdisciplinary Journal Of Sharia Economics (Iijse), 8(1), 1734–1757.
Cindi Oktaviani, Mahmud, A. (2024). Pengaruh Karakteristik Pengguna Media Sosial , E-Wom , Dan Kepercayaan Terhadap Keputusan Pembelian Pengguna Produk Perawatan Kulit Merek Skintific. Innovative: Journal Of Social Science Research, 4, 9761–9775.
Ekasari, S., Diposumarto, N. S., Muharam, H., & Perception, P. (2024). The Influence Of Price Perception, Brand Image, And Celebrity Endorsement On Purchase Intention: The Mediating Role Of Online Promotion And E-Wom. The Journal Of Academic Science, 1(6).
Emili Martines, I. S. (2024). Pengaruh Online Customer Review, Brand Image, Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Skintific Di Tiktok Shop. Economics And Digital Business Review, 5(2), 675–688.
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Febriyantoro, M. T., Fahlevi, D. R., Jasmine, N., & Rahmawati, R. (2025). Pengaruh Social Media Marketing Dan Perceived Value Terhadap Purchase Intentions Melalui Consumer Trust Pada Produk Skintific. Sanskara Manajemen Dan Bisnis, 4(01), 225–247. Https://Doi.Org/10.58812/Smb.V4i01
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Ilhamalimy, R. R., & Ali, H. (2021). Model Perceived Risk And Trust: E-Wom And Purchase Intention (The Role Of Trust Mediating In Online Shopping In Shopee Indonesia). Dinasti International Journal Of Digital Business Management, 2(2), 204–221. Https://Doi.Org/Doi: Https://Doi.Org/10.31933/Dijdbm.V2i2
Issaroh, S., Gultom, H. C., & Putri, N. K. (2025). Minat Beli Memediasi Kualitas Produk Dan Social Media Marketing Terhadap Keputusan Pembelian. Solusi?: Jurnal Ilmiah Bidang Ilmu Ekonomi, 23(2), 389–407.
Kamalasena, S. (2021). The Impact Of Online Communities And E Word Of Mouth On Purchase Intention Of Generation Y: The Mediating Role Of Brand Trust. Sri Lanka Journal Of Marketing, 7(1). Https://Doi.Org/Doi:.Http://Doi.Org/10.4038/Sljmuok.V7i1.58
Khoerunisa, R., Herwinarni, Y. H., & Tegal, P. (2025). The Influence Of Celebrity Endorsers, E-Wom, And Brand Image On Purchase Intention For Skintific Products At Joni Cosmetic Tegal Store. International Journal Of Environmental, Sustainability And Social Science, 6(4), 747–758.
Mahmoud, Sabreen, Ahmed, W. (2023). The Effect Of E-Wom Through Social Media On Purchasing Intention: The Mediating Role Of E-Trust At The Egyptian Youth Hostels. International Journal Of Tourism And Hospitality Management, 6(1), 206–228.
Mahmud, S. (2020). Impact Of Electronic Word Of Mouth On Customers’ Buying Intention Considering Trust As A Mediator: A Sem Approach. Global Business Review, 1(3), 1–5. Https://Doi.Org/10.1177/0972150920976345
Ni Ketut, I. G. (2025). Peran Brand Trust Memediasi Pengaruh E-Wom Terhadap Keputusan Pembelian Scarlett Whitening Di Kota Denpasar. Juima?: Jurnal Ilmu Manajemen, 15(2), 150–171.
Putri, C. N., & Fauzi, T. H. (2023). The Effect Of E-Wom And Brand Image On Purchasing Decisions Of Automotive Products?: Mediating Role Of Brand Trust. Jurnal Aplikasi Manajemen Dan Bisnis, 9(3), 843–854. Https://Doi.Org/Doi: Http://Dx.Doi.Org/10.17358/Jabm.9.843
Qadri, R. A., & Sinambela, F. A. (2023). The Impact Of Ewom On Purchase Intentions By Mediating Brand Image , Satisfaction And Trust In E-Commerce In Indonesia. Wiga?: Jurnal Penelitian Ilmu Ekonomi, 13(2), 138–152.
Ramadana, M., & Wahyuni, E. S. (2025). Pengaruh Electronic Word Of Mouth , Lifestyle And Flash Sale Terhadap Impulsive Buying Produk Skincare Skintific. Zona Manajerial?: Program Studi Manajemen (S1) Universitas Batam, 15(2), 45–56.
Rao, K. S., & Rao, B. (2019). Examining Ewom Credibility - Consumer Purchase Intention Relationship In Facebook?: A Mediation Analysis. Indian Journal Of Marketing, 7(August), 7–22. Https://Doi.Org/Doi?: 10.17010/Ijom/2019/V49/I8/146169
Septiari, E. D. (2018). The Effect Of Ewom As Mediation Of Website Quality And Trust. Kinerja, 22(2), 142–155. Https://Doi.Org/10.24002/Kinerja.V22i2.1809 Received
Solihin, D. (2022). The Role Of Brand Image In Mediating The Effect Of Electronic Word Of Mouth (E-Wom) And Social Media On Purchase Intention. Majalah Ilmiah Bijak, 19(2), 193–205.
Wahyuni, D., Sari, P., & Indriani, R. (2025). Pengaruh Brand Love Dan E-Wom Terhadap Customer Engagement Pada Produk Skintific Di Tiktok Shop (Studi Kasus Mahasiswa Feb Universitas Muhammadiyah Bengkulu). Jurnal Manajemen Modal Insani Dan Bisnis (Jmmib), 6(1), 133–153.
Widjaja, B. A., Kristanto, D. N., Yosevina, C. T., & Sumarlin, A. W. (2025). Pengaruh E-Wom Terhadap Purchase Intention Di Media Sosial?: Studi Kasus Pada Skintific. Kajian Branding Indonesia, 7(2), 153–169.
Wiraandryana, I. M. J., Agung, I. G., & Sri, K. (2021). The Role Of Trust Mediates Effect Of E-Wom On Consumer Purchase Decisions. American Journal Of Humanities And Social Sciences Research (Ajhssr), 5(1), 408–415.
Aslami, N., Apriani, A., Widayati, C. C., & Losi, R. V. (2022). The Role Of Trust In Mediating Perceived Ease Of Use , Perceived Risk And E-Wom On Purchase Intention. Jurnal Perspektif Manajerial Dan Kewirausahaan (Jpmk) Volume, 2(2), 69–81.
Az-Zhahra, S. M. (2025). Analysis Of The Influence Of Social Media Marketing And E- Wom On Purchase Intention Of Somethinc Products Mediated By Brand Trust In Solo Raya Az-Zhahra. Indonesian Interdisciplinary Journal Of Sharia Economics (Iijse), 8(1), 1734–1757.
Cindi Oktaviani, Mahmud, A. (2024). Pengaruh Karakteristik Pengguna Media Sosial , E-Wom , Dan Kepercayaan Terhadap Keputusan Pembelian Pengguna Produk Perawatan Kulit Merek Skintific. Innovative: Journal Of Social Science Research, 4, 9761–9775.
Ekasari, S., Diposumarto, N. S., Muharam, H., & Perception, P. (2024). The Influence Of Price Perception, Brand Image, And Celebrity Endorsement On Purchase Intention: The Mediating Role Of Online Promotion And E-Wom. The Journal Of Academic Science, 1(6).
Emili Martines, I. S. (2024). Pengaruh Online Customer Review, Brand Image, Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Skintific Di Tiktok Shop. Economics And Digital Business Review, 5(2), 675–688.
Ezzat, M., Abd, M., Monem, E., Abd, E., & Salam, E. (2022). Impact Of Electronic Word Of Mouth On Purchase Intention: Mediating Role Of Brand Image And Brand Trust Of Tourist Destinations And Hospitality Establishments In Egypt. Minia Journal Of Tourism And Hospitality Research, 14(3), 153–173.
Febriyantoro, M. T., Fahlevi, D. R., Jasmine, N., & Rahmawati, R. (2025). Pengaruh Social Media Marketing Dan Perceived Value Terhadap Purchase Intentions Melalui Consumer Trust Pada Produk Skintific. Sanskara Manajemen Dan Bisnis, 4(01), 225–247. Https://Doi.Org/10.58812/Smb.V4i01
Fify Alayfia, L. D. (2025). Pengaruh Online Customer Review Dan Halal Awareness Terhadap Purchase Decision Dengan Brand Trust Sebagai Variabel Intervening (Studi Pada Konsumen Lipstik Wardah Di Aplikasi Shopee Di Kota Serang) Fify. Jurnal Ekonomika45, 12(2).
Firman, Gunawan, Heru, Setya, A. (2021). The Mediating Role Of Customer Trust On The Relationships Of Celebrity Endorsement And E-. Jurnal Minds: Manajemen Ide Dan Inspirasi, 8(1), 107–126. Https://Doi.Org/10.24252/Minds.V8i1.20594
Ilhamalimy, R. R., & Ali, H. (2021). Model Perceived Risk And Trust: E-Wom And Purchase Intention (The Role Of Trust Mediating In Online Shopping In Shopee Indonesia). Dinasti International Journal Of Digital Business Management, 2(2), 204–221. Https://Doi.Org/Doi: Https://Doi.Org/10.31933/Dijdbm.V2i2
Issaroh, S., Gultom, H. C., & Putri, N. K. (2025). Minat Beli Memediasi Kualitas Produk Dan Social Media Marketing Terhadap Keputusan Pembelian. Solusi?: Jurnal Ilmiah Bidang Ilmu Ekonomi, 23(2), 389–407.
Kamalasena, S. (2021). The Impact Of Online Communities And E Word Of Mouth On Purchase Intention Of Generation Y: The Mediating Role Of Brand Trust. Sri Lanka Journal Of Marketing, 7(1). Https://Doi.Org/Doi:.Http://Doi.Org/10.4038/Sljmuok.V7i1.58
Khoerunisa, R., Herwinarni, Y. H., & Tegal, P. (2025). The Influence Of Celebrity Endorsers, E-Wom, And Brand Image On Purchase Intention For Skintific Products At Joni Cosmetic Tegal Store. International Journal Of Environmental, Sustainability And Social Science, 6(4), 747–758.
Mahmoud, Sabreen, Ahmed, W. (2023). The Effect Of E-Wom Through Social Media On Purchasing Intention: The Mediating Role Of E-Trust At The Egyptian Youth Hostels. International Journal Of Tourism And Hospitality Management, 6(1), 206–228.
Mahmud, S. (2020). Impact Of Electronic Word Of Mouth On Customers’ Buying Intention Considering Trust As A Mediator: A Sem Approach. Global Business Review, 1(3), 1–5. Https://Doi.Org/10.1177/0972150920976345
Ni Ketut, I. G. (2025). Peran Brand Trust Memediasi Pengaruh E-Wom Terhadap Keputusan Pembelian Scarlett Whitening Di Kota Denpasar. Juima?: Jurnal Ilmu Manajemen, 15(2), 150–171.
Putri, C. N., & Fauzi, T. H. (2023). The Effect Of E-Wom And Brand Image On Purchasing Decisions Of Automotive Products?: Mediating Role Of Brand Trust. Jurnal Aplikasi Manajemen Dan Bisnis, 9(3), 843–854. Https://Doi.Org/Doi: Http://Dx.Doi.Org/10.17358/Jabm.9.843
Qadri, R. A., & Sinambela, F. A. (2023). The Impact Of Ewom On Purchase Intentions By Mediating Brand Image , Satisfaction And Trust In E-Commerce In Indonesia. Wiga?: Jurnal Penelitian Ilmu Ekonomi, 13(2), 138–152.
Ramadana, M., & Wahyuni, E. S. (2025). Pengaruh Electronic Word Of Mouth , Lifestyle And Flash Sale Terhadap Impulsive Buying Produk Skincare Skintific. Zona Manajerial?: Program Studi Manajemen (S1) Universitas Batam, 15(2), 45–56.
Rao, K. S., & Rao, B. (2019). Examining Ewom Credibility - Consumer Purchase Intention Relationship In Facebook?: A Mediation Analysis. Indian Journal Of Marketing, 7(August), 7–22. Https://Doi.Org/Doi?: 10.17010/Ijom/2019/V49/I8/146169
Septiari, E. D. (2018). The Effect Of Ewom As Mediation Of Website Quality And Trust. Kinerja, 22(2), 142–155. Https://Doi.Org/10.24002/Kinerja.V22i2.1809 Received
Solihin, D. (2022). The Role Of Brand Image In Mediating The Effect Of Electronic Word Of Mouth (E-Wom) And Social Media On Purchase Intention. Majalah Ilmiah Bijak, 19(2), 193–205.
Wahyuni, D., Sari, P., & Indriani, R. (2025). Pengaruh Brand Love Dan E-Wom Terhadap Customer Engagement Pada Produk Skintific Di Tiktok Shop (Studi Kasus Mahasiswa Feb Universitas Muhammadiyah Bengkulu). Jurnal Manajemen Modal Insani Dan Bisnis (Jmmib), 6(1), 133–153.
Widjaja, B. A., Kristanto, D. N., Yosevina, C. T., & Sumarlin, A. W. (2025). Pengaruh E-Wom Terhadap Purchase Intention Di Media Sosial?: Studi Kasus Pada Skintific. Kajian Branding Indonesia, 7(2), 153–169.
Wiraandryana, I. M. J., Agung, I. G., & Sri, K. (2021). The Role Of Trust Mediates Effect Of E-Wom On Consumer Purchase Decisions. American Journal Of Humanities And Social Sciences Research (Ajhssr), 5(1), 408–415.
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