The Influence of AI-Based Promotion (AIGC) and Viral Marketing on Purchase Intention for Fashion Products on TikTok Shop, Mediated by Customer Perceived Value
Abstract
The development of Artificial Intelligence (AI) and social media has transformed digital marketing strategies, particularly on the TikTok Shop platform. AI-Based Promotion (AIGC) and Viral Marketing have become widely used strategies to attract consumer attention; however, their influence on Purchase Intention still requires further investigation through the mediating role of Customer Perceived Value. This study aims to analyze the effects of AI-Based Promotion (AIGC) and Viral Marketing on Purchase Intention through Customer Perceived Value in the context of fashion products on TikTok Shop. A quantitative approach was employed using a purposive sampling of 105 TikTok Shop users. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that AI-Based Promotion (AIGC) and Viral Marketing significantly effect on Customer Perceived Value, but don’t directly influence Purchase Intention. In contrast, Customer Perceived Value has a positive and significant effect on Purchase Intention and fully mediates the effects of AI-Based Promotion (AIGC) and Viral Marketing on Purchase Intention. This study concludes that improving Purchase Intention for fashion products on TikTok Shop is influenced more by Customer Perceived Value than by the direct effects of AI-Based Promotion (AIGC) and Viral Marketing.
References
Abou Ali, A. A., Ali, A. A., & Mostapha, N. (2021). THE ROLE OF COUNTRY OF ORIGIN, PERCEIVED VALUE, TRUST, AND INFLUENCER MARKETING IN DETERMINING PURCHASE INTENTION IN SOCIAL COMMERCE. BAU Journal - Society, Culture and Human Behavior, 2(2). https://doi.org/10.54729/2789-8296.1051
Arianto, B., & Sari, D. G. I. (2025). Teori Viral Marketing.
Belinda, & Nofitasari, D. (2024). Peran Artificial Intelligence Dalam Digital Marketing Dan Dampaknya Terhadap Perilaku Konsumen Tahun 2025. Jurnal GICI : Jurnal Keuangan Dan Bisnis, 17(1), 2088–1312.
Bui, H. T. (2026). Examining the effect of AI advertising involvement disclosure on advertising value and purchase intentions. Journal of Research in Interactive Marketing, 20(5), 613–632. https://doi.org/10.1108/JRIM-02-2025-0066
Campbell, C., Plangger, K., Sands, S., Kietzmann, J., & Bates, K. (2022). How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry. Journal of Advertising Research, 62(3), 241–251. https://doi.org/10.2501/JAR-2022-017
Fadil, A. (2025). Pengaruh Perceived Value Dan Harga Terhadap Minat Beli Ulang Dengan Kepercayaan Merek Sebagai Variabel Mediasi Dalam Perspektif Bisnis Islam ".
Fristamara, Y., Trianasari, T., & Rahmawati, P. I. (2024). Antecedent of Purchase Decisions on Social Commerce Tiktok Shop. Jurnal Indonesia Sosial Teknologi, 5(2), 614–631. https://doi.org/10.59141/jist.v5i2.911
Geneape. (2024). Apa itu AIGC? Apa perbedaan AIGC dengan AI? - GenApe AI.
Gu, C., Jia, S., Lai, J., Chen, R., & Chang, X. (2024). Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 2218–2238. https://doi.org/10.3390/jtaer19030108
Heidy Arviani, Zainal Abidin Achmad, Nobertus Ribut Santoso, & Febri Noserly. (2024). AI Dalam Digital Marketing di Indonesia. PT. Nas Media Indonesia.
Huang, M., & Rust, R. T. (2020). A strategic framework for artificial intelligence in marketing. 4.
Kshetri, N., Dwivedi, Y. K., Davenport, T. H., & Panteli, N. (2024). Generative artificial intelligence in marketing: Applications, opportunities, challenges, and research agenda. International Journal of Information Management, 75, 102716. https://doi.org/10.1016/j.ijinfomgt.2023.102716
Liu, P., Li, M., Dai, D., & Guo, L. (2021). The effects of social commerce environmental characteristics on customers’ purchase intentions: The chain mediating effect of customer-to-customer interaction and customer-perceived value. Electronic Commerce Research and Applications, 48, 101073. https://doi.org/10.1016/j.elerap.2021.101073
Mada, T., & Prabayanti, H. R. (2024). PENGARUH LIVE STREAMING SHOPPING OLEH INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP (Survei Pada Shopper Live Streaming @Louissescarlettfamily). The Commercium, 8(1), 87–97. https://doi.org/10.26740/tc.v8i1.58930
Nurul, A. (2023). Pengaruh Viral Marketing, Brand Image Dan Harga Terhadap Keputusan Pembelian Di Tiktok Shop Pada Mahasiswa Universitas Muhammadiyah Surabaya. 13–39.
Qibtiyah, D. B. (2024). Daya tarik live streaming TikTok Shop: Bagaimana interaksi langsung mempengaruhi niat pembelian produk fashion. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 3(5), 558–571. https://doi.org/71. https://doi.org/10.56799/ekoma.v3i5.4245
Resika, Y., Wahab, Z., & Shihab, M. S. (2019). Customer Perceived Value Dancustomer Trust: Identifikasikepuasandan Loyalitas Konsumen Go-Car. Journal of Management and Business Review, 16(1), 1–22.
Syah, I. A., & Salim, M. (2024). THE INFLUENCE OF VIRAL MARKETING AND ONLINE CUSTOMER REVIEWS ON TIKTOK ON PURCHASING DECISIONS FOR UNIQLO FASHION PRODUCTS AMONG GENERATION Z IN INDONESIA : A STUDY OF THE MEDIATING ROLE OF CONSUMER TRUST. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 1736–1757. https://doi.org/10.31955/mea.v8i2.4230
Wardhana, A. (2024). Perilaku Konsumen di Era Digital.
Winata, E. C. (2021). ANALISIS PENGARUH PERCEIVED VALUE DAN SERVICE QUALITY TERHADAP REPURCHASE INTENTION PADA TOKO EMAS SENTRAL MAKASSAR. 7–11.
Xuan Nguyen, T. Do, & Nguyen, K. M. (2026). Demystifying how emotional and cognitive resonance to AI-driven content consistency sparks customer engagement and impulse buying in short-video E-commerce. Journal of Retailing and Consumer Services, 89, 104646. https://doi.org/10.1016/j.jretconser.2025.104646
Yanti, N. P. D. S., & Ni Made Purnami. (2024). Peran Brand Awareness Memediasi Pengaruh Viral Marketing terhadap Purchase Intention Produk Avoskin Beauty (Studi Pada Pengguna Aplikasi TikTok di Kota Denpasar). Journal Research of Management, 6(1), 1–13. https://doi.org/10.51713/jarma.2024.60121
Yusuf, E. C., & Jaolis, F. (2022). Pengaruh Customer Perceived Value Terhadap Behavioral Intention Dengan Relationship Quality Sebagai Variabel Intervening; Pt. Mitra Sinergi Sukses. Jurnal Bisnis Dan Manajemen, 1–15.
