유통과학연구 (Journal of Distribution Science)

한국유통과학회 (Korea Distribution Science Association)
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Factors Affecting the Distribution of Skincare Products through Brand Awareness on TikTok Platform

  • Feby LARASATI (Communication Department, Communication Faculty, BINUS University) ;
  • Indah PUSPITARINI (Communication Department, Communication Faculty, BINUS University) ;
  • Abdul AZIZ (Communication Department, Communication Faculty, BINUS University) ;
  • Ricardo INDRA (Communication Department, Communication Faculty, BINUS University) ;
  • La MANI (Communication Department, Communication Faculty, BINUS University)
  • 투고 : 2023.12.03
  • 심사 : 2024.10.05
  • 발행 : 2024.10.30
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초록

Purpose: This study examines the distribution of skincare products through digital channels, focusing on the role of brand awareness within the field of distribution science. As social media platforms like TikTok revolutionize distribution strategies, this research aims to identify the key factors influencing brand awareness in the distribution of skincare products on TikTok. Specifically, the study explores how influencer marketing, content marketing, and electronic word-of-mouth (E-WOM) affect the distribution process by enhancing brand awareness.. Research design, data, and methodology: Employing an explanatory quantitative method, the study surveyed 400 TikTok users exposed to NPURE skincare promotions. Data was collected via Google Forms using non-probability purposive sampling. The analysis was conducted using SmartPLS and Structural Equation Modeling (SEM) to examine the relationships between distribution factors and brand awareness. Results: The findings reveal significant relationships between (1) influencer marketing and brand awareness, (2) content marketing and brand awareness, and (3) electronic word-of-mouth (E-WOM) and brand awareness in the context of skincare product distribution on TikTok. Conclusion: This research contributes to the field of distribution science by demonstrating how digital marketing strategies on TikTok influence brand awareness, consequently impacting the distribution of skincare products. The findings offer insights for optimizing distribution strategies in the digital age, highlighting the significance of influencer partnerships, content creation, and promoting positive E-WOM in digital distribution channels.

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