TikTok Digital Marketing Effectiveness and Cosmetic Sales: Evidence from Aella Store Ambon in an Islamic Business Perspective
Keywords:
digital marketing, TikTok, cosmetic sales, Islamic business, MSMEsAbstract
The shift toward social-media-based shopping has encouraged micro, small, and medium enterprises (MSMEs) to use TikTok as a major marketing channel, particularly in the visually intensive cosmetics sector. This study examines the effect of TikTok post-based digital marketing effectiveness on cosmetic product sales at Aella Store Ambon while incorporating honesty and transparency from an Islamic business perspective. An associative quantitative design with purposive sampling was applied. From 83 initial respondents, 63 valid responses remained after outlier screening. Primary data were collected using a five-point Likert questionnaire and analyzed with validity and reliability tests, classical assumption tests, simple linear regression, a t-test, and the coefficient of determination using SPSS. The regression model was Y = 2.865 + 0.388X. The calculated t-value of 13.248 exceeded the critical value of 1.9996 with p = 0.001, supporting the hypothesis that TikTok-based digital marketing effectiveness positively and significantly affects cosmetic sales. R² = 0.742 indicates that the model explains 74.2% of sales variation. The study extends prior work that largely focuses on purchase intention or engagement by demonstrating an association with actual sales and by positioning honesty, transparency, ethical communication, and product-promotion consistency as integral dimensions of effective digital marketing in an Islamic business context.
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Copyright (c) 2026 Hanifah, Arizal Hamizar, Muammar W. Maruapey, Cika Amelia Somoal
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