Analisis Faktor Digital Promotion yang Mempengaruhi Keputusan Pembelian Produk Skintific pada Pengguna TikTok Shop

The growth of social commerce, particularly TikTok Shop, has encouraged companies to utilize Digital Promotion as part of their marketing activities to deliver information, offer promotional incentives, and establish interactions with consumers. This study aims to identify and analyze the factor structure of Digital Promotion for Skintific products based on the perceptions of TikTok Shop users. This research employed a quantitative approach using EFA. The sample consisted of 125 respondents who had purchased Skintific products through TikTok Shop. Data were collected through a Google Form questionnaire consisting of 25 indicators developed based on six dimensions of Digital Promotion and analyzed using SPSS Statistics version 29. The results indicate that the indicators met the requirements for factor analysis based on the KMO test, Bartlett’s Test of Sphericity, and Measure of MSA. The EFA reduced the 25 indicators into four factors: User Engagement Interaction, Information Quality and Clarity, Promotional Attractiveness, and Brand Trust and Credibility, with a cumulative variance of 67.547%. The four factors contributed 19.784%, 19.404%, 14.313%, and 14.046%, respectively. The findings indicate that Digital Promotion activities are not perceived by consumers entirely according to the six theoretical dimensions, but are empirically grouped based on the interrelated aspects of interaction experience, information quality, promotional benefits, and trust in the brand.