Putri, Devisafira Jelita (2025) Pengaruh Social Media Marketing Melalui TikTok Terhadap Purchase Intention Dengan Brand Awareness Dan Brand Attitude Sebagai Variabel Mediasi Pada Brand Jiniso. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Innovations in technology have a far-reaching effect on many parts of society,including advertising and public relations. To reach customers and promote their merchandise, more and more businesses are relying on online media such as social media. Advertising on social media, and TikTok in particular, is very efficient due to the platform's huge user base. With 127.5 million users in Indonesia as of April 2024, TikTok is becoming increasingly popular for increasing brand awareness and purchase intention. The main objective of this study is to identify the elements that are considered most important by consumers of local fashion brands when making purchase decisions. One hundred and seventy people from the Surabaya TikTok community who have watched Jiniso videos filled out a survey for this quantitative study. In conducting this study, PLS-SEM was used to analyze the data. This study found that there is a substantial relationship between purchase intention and social media marketing, brand awareness, and brand attitude. There is a strong mediating effect of brand attitude and brand awareness on the relationship between social media marketing and purchase intention. Based on the results of the study, social media marketing through interesting and informative TikTok can increase customer interest in purchasing advertised products and build brand awareness and brand attitude of the audience. Keywords: Social Media Marketing, Purchase Intention, Brand Awareness, Brand Attitude, and Digital Marketing
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Devisafira Jelita Putri | ||||||||
| Date Deposited: | 15 May 2025 06:00 | ||||||||
| Last Modified: | 15 May 2025 06:00 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36252 |
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