The Impact of Social Media Marketing on TikTok: Exploring Brand Awareness and Consumer Brand Engagement as Mediators of Purchase Intention among Gen Z in Padang
Pengaruh Social Media Marketing pada Aplikasi TikTok terhadap Purchase Intention dengan Brand Awareness dan Consumer Brand Engagement sebagai Variabel Mediasi pada Gen Z di Kota Padang
Keywords:
Social Media Marketing, Brand Awareness, Consumer Brand Engagement, Purchase Intention
Abstract
Social Media Marketing (SMM) has become a pivotal strategy in influencing consumer behavior, particularly among Gen Z, who are active TikTok users. This study investigates the impact of SMM on purchase intention (PI), mediated by brand awareness (BA) and consumer brand engagement (CBE). Using a quantitative approach, data were collected from 200 Gen Z respondents in Padang, Indonesia, through purposive sampling. The results reveal significant relationships between SMM, BA, CBE, and PI. Notably, BA and CBE mediate the relationship between SMM and PI, underscoring the importance of these variables in enhancing marketing effectiveness. The findings provide practical insights for marketers aiming to optimize their TikTok strategies.
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Cheung, C. M. K., & Lee, M. K. O. (2010). A theoretical model of intentional social action in online social networks. Decision Support Systems, 49(1), 24–30. https://doi.org/10.1016/j.dss.2009.12.006
Cheung, M.L., Pires, G., Rosenberger III, P.J., Leung, W.K.S. and Chang, M.K. (2021), "The role of social media elements in driving co-creation and engagement", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 10, pp. 1994-2018.
Chin, Wynne W. "The partial least squares approach to structural equation modeling." Modern methods for business research/Lawrence Erlbaum Associates (1998).
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.101966
Emini, A., & Zeqiri, J. (2021). Social Media Marketing and Purchase Intention: Evidence from Kosovo. Economic Thought and Practice, 30(2), 475–492. https://doi.org/10.17818/EMIP/2021/2.8
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616–632. https://doi.org/10.1007/s11747-017-0517-x
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10-2015-0154
Kaplan, A. M., & Haenlein, M. (2016). Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster. Business Horizons, 59(4), 441–450. https://doi.org/10.1016/j.bushor.2016.03.008
Keller, K. L., & Kotler, P. (2012). Marketing Management (14th ed.). England: Pearson Limited Education.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/ija-30-1-013-046
Santoso, G., & Triwijayanti, A. (2018). Gaya pengambilan keputusan generasi z di Indonesia dalam pembelian pakaian secara online. Parsimonia-Jurnal Ekonomi dan Bisnis, 4.
Umair Manzoor, Sajjad Ahmad Baig, Muhammad Hashim, & Abdul Sami. (2020). Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research, 3(2), 41–48. https://doi.org/10.31580/ijer.v3i2.1386
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A.-M., Hasani, V. V., & Paientko, T. (2024). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-06-2023-0248
Published
2024-12-31
How to Cite
Erin Rahayu Fernanda, & Vidyarini Dwita. (2024). The Impact of Social Media Marketing on TikTok: Exploring Brand Awareness and Consumer Brand Engagement as Mediators of Purchase Intention among Gen Z in Padang: Pengaruh Social Media Marketing pada Aplikasi TikTok terhadap Purchase Intention dengan Brand Awareness dan Consumer Brand Engagement sebagai Variabel Mediasi pada Gen Z di Kota Padang. Santhet (Jurnal Sejarah Pendidikan Dan Humaniora), 8(2), 2690-2699. https://doi.org/10.36526/santhet.v8i2.4816
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