Pengaruh Pemasaran TikTok pada Minat Beli Produk Optika Lunett dengan Mediasi Kesadaran dan Citra Merek
- Isnaeni Nurhamidah UPN Veteran Yogyakarta, Indonesia
-
Dwi Hari Laksana
*
Universitas Pembangunan Nasional "Veteran" Yogyakarta,
Indonesia
Abstract
TikTok's social media marketing activities tend to increase and become a trend in the business world.
This study analyzes the direct and indirect effects of TikTok's social media marketing activities on
purchase intention with brand awareness and brand image as mediating variables. The population in
this study were Indonesians aged more than 17 years. The number of samples taken was 100
respondents. This study uses quantitative methods with purposive sampling techniques, and data
analysis techniques using Structural Equation Modeling (SEM) then processed in SmartPLS
4.0 software. The results of the study indicate that social media marketing has a positive and
significant effect on purchase intention, social media marketing has a positive and significant effect
on brand awareness, social media marketing has a positive and significant effect on brand image,
brand awareness has a positive and significant effect on purchase intention, brand image has no
effect on purchase intention, social media marketing affects purchase intention through brand
awareness, and social media marketing has no effect on purchase intention through brand image.
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