THE ROLE OF PERCEIVED RELEVANCE IN MEDIATING THE EFFECT OF AD PERSONALIZATION AND CONTENT SUITABILITY ON REPURCHASE INTENTION OF GLAD2GLOW PRODUCTS IN TIKTOKSHOP.
DOI:
10.54443/morfai.v5i6.4507Published:
2025-11-25Downloads
Abstract
This study aims to examine the extent to which ad personalization and content suitability influence repurchase intention, with perceived relevance acting as a mediating variable in consumers of Glad2Glow products on TikTok Shop. The research approach used a quantitative method with Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis of 100 respondents who actively use TikTok and have interacted with Glad2Glow products. The results showed that both ad personalization and content suitability have a positive and significant influence on perceived relevance and repurchase intention. In addition, perceived relevance was proven to act as a mediator that strengthens the relationship between the two variables on repurchase intention. These findings indicate that digital marketing communication efforts that focus on message suitability and relevant experiences can improve consumer perceptions, strengthen emotional connections with brands, and foster loyalty to Glad2Glow products on the TikTok Shop platform.
Keywords:
Ad Personalization Content Suitability Perceived Relevance Repurchase Intention TikTok Shop.References
Abror, F. &. (2025). Marketing Management Studies. 5(1), 1–14. https://doi.org/10.24036/jkmp.v1i1
Armstrong, G., & Kotler, P. (2023). Euromarketing: An introduction. In European Perspectives in Marketing. https://doi.org/10.1300/J037v13n02_01
Auriza, M. Z., Winoto, A., Wanti, S., Antasari, C., & Kasim, S. (2024). The Effect of E-Service Quality on E-Loyalty Mediated by E-Satisfaction of Draiv Food Customers in Morowali Regency. 11(November), 207–213.
Bahri, M. Al, & Mutadho, K. (2025). Pengaruh Digital Marketing dan Customer Trust Terhadap Repurchase Intention Melalui Keputusan Pembelian. Journal of Artificial Intelligence and Digital Business (RIGGS), 4(3), 4108–4121.
Cahyani, S., & Nurtjahjadi, E. (2024). Pengaruh Advertising Value Terhadap Purchase Intention Yang Dimediasi Oleh Brand Awareness Pada Konsumen E-Commerce Tokopedia Di Kota Bandung. Jurnal Kajian Pendidikan Ekonomi Dan Ilmu Ekonomi, 8, 206–216.
Chu, S. C., Deng, T., & Mundel, J. (2024). The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness. Journal of Marketing Communications, 30(1), 1–20. https://doi.org/10.1080/13527266.2022.2098364
Elrizal, M. A., & Astuti, R. D. (2024). The impact of personalized advertising on instagram toward brand loyalty : a study of gen z consumers. Jurnal Institute For Advanced Science, Social and Sustainable Future, 1(2), 80–97.
Finna, F. D. S., & Usman, O. (2025). The Influence of Ad Relevance and the Frequency of Affiliate Video Ads on Consumer Engagement and Purchase Intentions for Somethinc Products on the Shopee Platform. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 3(1), 2242–2256. https://doi.org/10.21009/isc-beam.013.166
FindNiche. (2024). Top sellers on TikTok Shop Indonesia: Beauty & personal care category. https:// findniche.com
Gungunawat, A., Khandelwal, N., & Gupta, N. (2024). AI-Powered Personalization in Digital Marketing: Transforming Consumer Engagement and Strategy. Research Review International Journal of Multidisciplinary, 9(11), 183–191. https://doi.org/10.31305/rrijm.2024.v09.n11.026
Hair et al. (2021). Dasar-Dasar Riset Pemasaran (Edisi Keli, p. 420). McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121.
Kotler, Armstrong, & B. (2023). Principles of Marketing. In The Economic Journal (Vol. 38, Issue 151). https://doi.org/10.2307/2224326
Luoÿ, C., Hasanÿ, N. A. M., Mua, A., & Lei, G. (2025). Pengaruh konten video pendek terhadap niat pembelian konsumen di platform media sosial dengan kepercayaan sebagai mediator. 1–16.
Prihatiningsih, T., Panudju, R., & Prasetyo, I. J. (2025). Digital Advertising Trends and Effectiveness in the Modern Era : A Systematic Literature Review. 5, 1–12.
Ponirin Ponirin, P. P., Bachri, S. ., Elimawaty Rombe, E. R., Adam, R. P. ., Parani, S. B. D., & Muzakir, M. (2024). The Relationship Of Social Media Marketing, Brand Engagement, Brand Familiarity, And Brand Loyalty. International Conference of Business and Social Sciences, 4(1), 1293–1306. https://doi.org/10.24034/icobuss.v4i1.613
Ponirin, Scott, D., Von Der Heidt, T. (2015). E-Loyalty: Its Antecedents, Implications and Differences between Developed and Developing Countries. In: Sharma, D. (eds) Cultural Perspectives in a Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18696-2_29
Putri, N., Prasetya, Y., Handayani, P. W., & Fitriani, H. (2023). TikTok Shop: How trust and privacy influence generation Z’s purchasing behaviors. Cogent Social Sciences, 10(1). https://doi.org/ 10.1080/23311886.2023.2292759
Rendy Irwanto, M., & Tjipto Subroto, W. (2022). Pengaruh kepuasan konsumen dan promosi terhadap niat pembelian ulang konsumen shopee saat pandemi. Jurnal Paradigma Ekonomika, 17(2), 289–302. https://doi.org/10.22437/jpe.v17i2.17438
Sakalauskas, V., & Kriksciuniene, D. (2024). Personalized Advertising in E-Commerce: Using Clickstream Data to Target High-Value Customers. Algorithms, 17(1). https://doi.org/10.3390/a17 010027
Sugiyono (2023). (n.d.). Metode Penelitian Kuantitatif Kualitatif. Penerbit Alfabet Bandung.
Wardani, R., Wiyadi, W., Soepatini, S., & Nasir, M. (2024). Analysis of Customer Experience and Customer Satisfaction on Repurchase Intention with Customer Loyalty as a Mediation Variable at Cafe Dokobox Mamuju. International Journal of Management Science and Information Technology, 4(2), 321–325. https://doi.org/10.35870/ijmsit.v4i2.2908
Wibowo, L. A., Nurizky, S. A., & Dirgantari, P. D. (2025). The effect of contextual advertising on e-engagement with content relevance as mediation : Survey on Kienka official Instagram followers. 29(1), 106–124. https://doi.org/10.20885/jsb.vol29.iss1.art8
Widodo, M. S., & Kurniawati, M. (2020). Ad relevance, ad saliance, ad engagement, perceived goal impediment. 178–197.
Wijaya, J. A., & Susilawaty, L. (2023). Pengaruh Fitur Iklan Media Sosial Terhadap Niat Beli Yang Dimediasi Oleh Keterlibatan Merek Pada Laptop Lenovo the Effect of Social Media Advertising Features on Purchase Intention Mediated By Brand Engagement on Lenovo Laptops. Business Management Journal, 19(2), 143–161. http://journal.ubm.ac.id/index.php/business-management/ index
Zakiyah Zahara, E. ayu. . &, & Ponirin. (2016). Pengaruh Promosi Melalui Media Sosial Terh Adap Repurchase Intention Melalui Electronic Word Of. Jurnal Ilmu Manajemen Universitas Tadulako, 2(3), 241–250.
License
Copyright (c) 2025 Abdul Fahri Sakti Ali Tuasikal, Zakiyah Zahara, Ponirin, Mohammad Zeylo Auriza
This work is licensed under a Creative Commons Attribution 4.0 International License.
Downloads
How to Cite
