The Influence Of Social Media Marketing Tiktok On Brand Awareness And Purchase Interest (case Study: Sociolla)

Adelia Sinta Ayu Pramono, Mahir Pradana

Abstract

Abstract
Indirectly, social media marketing creates a positive effect and can foster Brand Awareness in the minds of consumers, thereby generating purchase interest in consumers. This type of research is causal descriptive by using a quantitative approach and using the SMART PLS 3.0. The sampling technique used is a non-probability sampling technique with a purposive sampling technique involving 100 respondents. The results of the analysis in this study indicate that the Social Media Marketing variable has a significant effect on Brand Awareness. Social Media Marketing has a significant effect on Buying Interest. Brand Awareness has a significant effect on Purchase Intention. Then there is a test of the intervening variable which shows the influence of Social Media Marketing on Buying Interest with the intervening effect of the Brand Awareness variable of 0.494 and t-Statistic of 6.707.
Keywords: Social Media Marketing, Brand Awareenss, Purchase Interest, Sociolla

Abstrak
Secara tidak langsung, Social Media marketing memberikan efek positif dan dapat menumbuhkan Brand Awareness di benak konsumen, sehingga menimbulkan minat beli pada konsumen. Jenis penelitian ini adalah deskriptif kausal dengan menggunakan pendekatan kuantitatif dan Menggunakan teknik analisis SMART PLS 3.0. Teknik pengambilan sampel yang digunakan adalah teknik nonprobability sampling dengan teknik purposive sampling yang melibatkan 100 orang responden. Hasil analisis dalam penelitian ini menunjukkan bahwa variabel Social Media Marketing berpengaruh signifikan terhadap Brand Awareness. Social Media Marketing berpengaruh signifikan terhadap Minat Beli. Brand Awareness berpengaruh signifikan terhadap Purchase Intention. Kemudian dilakukan uji variabel intervening yang menunjukkan pengaruh Social Media Marketing terhadap Minat Beli dengan intervening effect variabel Brand Awareness sebesar 0,494 dan t-Statistic sebesar 6,707.
Kata Kunci : Pemasaran Media Sosial, Kesadaran Merek, Minat Beli, Sociolla

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