Pengaruh Kualitas Pelayanan, Citra Merek, dan Short Video Marketing terhadap Behavioral Intention Konsumen Kahf di TikTok Shop: Peran Kepuasan dan Kepercayaan
DOI:
https://doi.org/10.58230/mxmqmt96Keywords:
Behavioral Intention, Brand Image, E-Commerce, Service Quality, TikTok ShopAbstract
This study examines the effects of service quality, brand image, and short-video marketing on consumer behavioral intention toward Kahf skincare products on TikTok Shop, considering satisfaction and trust as intervening variables.
This quantitative, associative study used questionnaire data from 123 respondents selected through purposive sampling. Respondents were TikTok Shop users who had used or purchased Kahf skincare products. Data were analyzed descriptively and with multiple regression/path analysis in SPSS 16.0. The available manuscript does not report item-level validity and reliability statistics or bootstrapped indirect-effect confidence intervals; therefore, mediation is not claimed as statistically established.
Service quality (β = 0.416; p < 0.001) and satisfaction (β = 0.296; p = 0.023) had significant positive direct associations with behavioral intention. Brand image (β = 0.062; p = 0.603), short-video marketing (β = 0.020; p = 0.843), and trust (β = 0.077; p = 0.566) did not have significant direct effects. In the first path model, service quality (β = 0.268; p = 0.002), brand image (β = 0.274; p = 0.004), and short-video marketing (β = 0.398; p < 0.001) were positively associated with satisfaction. Brand image (β = 0.308; p < 0.001) and satisfaction (β = 0.567; p < 0.001) were positively associated with trust, whereas short-video marketing was not (p = 0.211).
Behavioral intention in this sample was most directly associated with perceived service quality and satisfaction. Brand image, short-video marketing, and trust should not be described as having significant direct effects. The findings point to the importance of reliable service and satisfying consumer experiences in social commerce; indirect effects require further testing with bootstrapping.
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Copyright (c) 2026 Habib Naufal, Mareta Kemala Sari, Jimi Ronald
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