The Influence of Hedonic Value, Utilitarian Value, and Creativity on Purchase Intention on TikTok Live Streaming with Customer Engagement as a Mediating Variable in Cosmetic Products
Keywords:
Hedonic Value, Utilitarian Value, Creativity, Customer Engagement, Purchase IntentionAbstract
The development of digital technology has driven significant changes in consumer behavior, particularly in the process of purchasing products through live-streaming platforms like TikTok. The increasing use of TikTok as a marketing medium has been leveraged by cosmetic brands, such as Wardah, to reach young consumers in a more interactive way. The purpose of this study is to explore the effects of hedonic value, utilitarian value, and creativity on consumers’ purchase intentions, with customer engagement serving as a mediating variable. This quantitative study utilizes the PLS-SEM approach and involves 150 respondents aged 17–29 residing in Semarang City who have watched Wardah's TikTok live streams. The results indicate that hedonic value and creativity have both direct and indirect effects on purchase intention, whereas utilitarian value only has an indirect effect through customer engagement. These findings emphasize the importance of creating enjoyable experiences, producing creative content, and fostering active audience engagement during live streams as an effective marketing strategy to drive consumer purchase intent.
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