The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention

Social media has changed how companies and brands communicate with customers. To compete run social marketing to obtain a competitive advantage. As small medium-sized company, Bittersweet by Najla utilizes TikTok product quality increase buying intention. This study aimed determine the effect of on purchase The method used quantitative non-probability sampling technique, questionnaires collected data from 207 respondents. analysis was carried out using SEM-LISREL. results, first, affects intention; second, stake; third, are correlated An indicator most significant value in variables is TikTok, brand that provides information search services tailored customer needs. In variable, one coefficient correlation value, namely product's appearance. Therefore, continues use as platform for its techniques improve products.