Title:
The Influence of Tiktok Content Marketing for Improving Brand Image and Brand Awareness on Purchase Decisions for Skintific Indonesia

Authors:
Sekar Melati Rohman, Dr. Agus Maolana Hidayat, S.E., M.Si., Indonesia

Abstract:

The increase in TikTok users has made business actors start using TikTok as a platform to share their content marketing. However, business actors must pay attention to the frequency of content marketing that they shared so as not cause content shock which can have an impact on brand image and brand awareness so that can influence the audience's purchase decisions. This research aims to determine the influence between content marketing, brand image, brand awareness, and purchase decisions. The research method used was descriptive and quantitative analysis with data collection techniques through questionnaires distributed and obtained 221 respondents. The sampling technique uses non probability sampling technique. Data processing in this research used SMARTPLS software version 3.2.9. It is known through research results that content marketing has a positive and significant effect on brand image, content marketing has a positive and significant effect on brand awareness, brand image has a positive and significant effect on purchase decisions, brand awareness has a positive and significant effect on purchase decisions, content marketing has a positive effect and significant to purchase decisions. Content marketing also has a positive and significant effect on purchase decisions through brand image and brand awareness as intervening variables.

DOI: https://doi.org/10.51505/IJEBMR.2024.8216