The Influence of Social Media Marketing and Brand Awareness on Purchasing Decisions with Influencer Marketing as a Moderating Variable on the TikTok Platform
Abstract
This study aims to analyze the influence of Social Media Marketing and Brand Awareness on Purchase Decision, as well as examine the role of Influencer Marketing as a moderating variable among TikTok users in the city of Semarang. The rapid development of social media, particularly TikTok, has opened new opportunities in digital marketing strategies, where the interaction between brands, consumers, and influencers plays a crucial role in the purchasing decision process. This research adopts a quantitative approach using a survey method. Data were collected through the distribution of questionnaires to 120 active TikTok users in Semarang who had made purchases after being exposed to promotions on the platform. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0 software. The results indicate that Social Media Marketing has a positive and significant effect on Purchase Decision, as well as a positive and significant effect on Brand Awareness. Brand Awareness also has a positive and significant effect on Purchase Decision. Furthermore, Influencer Marketing positively moderates the relationship between Social Media Marketing and Purchase Decision, thereby strengthening the influence of Social Media Marketing on Purchase Decision when supported by effective Influencer Marketing. These findings emphasize that the combination of social media marketing strategies, brand image reinforcement, and the use of relevant influencers can effectively encourage consumers to make purchasing decisions on the TikTok platform in Semarang City.
Full Text:
PDFReferences
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press.
Aaker, D. A. (1996). Building Strong Brands. The Free Press.
Amelia, R., & Ningsih, R. W. (2018). Evaluasi Model Pengukuran dan Model Struktural dalam SEM-PLS. Jurnal Teknologi dan Sistem Komputer, 6(1), 38–44.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
Babbie, E. R. (2017). The Basics of Social Research (7th ed.). Cengage Learning.
Brown, D., & Fiorella, S. (2013). Influencer Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing. Que Publishing.
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770–790.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson Education.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). SAGE Publications.
Datareportal. (2024). Digital 2024: Indonesia. Retrieved from https://datareportal.com/reports/digital-2024-indonesia
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of influencer marketing on the consumer’s purchase intention. International Journal of Advertising, 36(5), 798–828.
Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, Phone, Mail, and Mixed-Mode Surveys: The Tailored Design Method (4th ed.). John Wiley & Sons.
Djafar, F., & Madanoglu, M. (2020). Influencers in marketing: How content quality and credibility affect consumer behavior. Journal of Promotion Management, 26(7), 957–981.
Ebrahim, R. S., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: The role of consumer experience. Journal of Marketing Management, 32(13–14), 1230–1259.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92.
Ghozali, I. (2011). Aplikasi Analisis Multivariate dengan Program IBM SPSS 20. Badan Penerbit Universitas Diponegoro.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152.
Hajli, N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387–404.
Refbacks
- There are currently no refbacks.
License URL: https://creativecommons.org/licenses/by/4.0/deed.en
Jurnal SAMaJ Indexed by :
