Yonatan, Daniel (2024) PENGARUH SOCIAL MEDIA MARKETING, BRAND AWARENESS, & CUSTOMER BRAND ENGAGEMENT TERHADAP PURCHASE INTENTION APLIKASI TIKTOK SHOP DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) DANIEL YONATAN (115210239)
(B) THE INFLUENCE OF SOCIAL MEDIA MARKETING, BRAND
AWARENESS, AND CUSTOMER BRAND ENGAGEMENT ON THE
PURCHASE INTENTION OF THE TIKTOK SHOP APPLICATION IN
JAKARTA.
(C) xv + 84 Pages + 28 Tables + 9 Pictures + 6 Attachments
(D) MARKETING MANAGEMENT
(E) Abstract: This study aims to analyze the effect of social media marketing,
brand awareness, and customer brand engagement on purchase intention on
the TikTok Shop application in Jakarta. The study used a quantitative approach
with purposive sampling method, which was distributed to 210 respondents of
TikTok Shop users in Jakarta. The data analysis technique uses the PLS-SEM
method through smartPLS software version 4. The results showed that social
media marketing has a positive and significant influence on purchase intention.
Brand awareness has a positive and significant influence on purchase
intention. In addition, customer brand engagement also has a positive and
significant influence on purchase intention. Among the three variables,
customer brand engagement has the strongest influence in influencing
purchase intention. This finding can encourage consumer purchase intention
on TikTok Shop.
(F) Keywords: Social Media Marketing, Brand Awareness, Customer Brand
Engagement, Purchase Intention, TikTok Shop.
(G) Reference list: 53 (1991- 2024)
(H) Dr. Tommy Setiawan Ruslim, S.E., M.M.

(A) DANIEL YONATAN
(B) PENGARUH SOCIAL MEDIA MARKETING, BRAND AWARENESS, DAN
CUSTOMER BRAND ENGAGEMENT TERHADAP PURCHASE
INTENTION APLIKASI TIKTOK SHOP DI JAKARTA.
(C) xv + 84 Halaman + 28 Tabel + 9 Gambar + 6 Lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh social media
marketing, brand awareness, dan customer brand engagement terhadap
purchase intention pada aplikasi TikTok Shop di Jakarta. Penelitian
menggunakan pendekatan kuantitatif dengan metode purposive sampling, yang
disebarkan kepada 210 responden pengguna TikTok Shop di Jakarta. Teknik
analisis data menggunakan metode PLS-SEM melalui software smartPLS versi
4. Hasil penelitian menunjukan bahwa social media marketing memiliki
pengaruh positif dan signifikan terhadap purchase intention. Brand awareness
memiliki pengaruh positif dan signifikan terhadap purchase intention. Selain
itu, customer brand engagement juga memiliki pengaruh positif dan signifikan
terhadap purchase intention. Di antara ketiga variabel, customer brand
engagement memiliki pengaruh yang paling kuat dalam mempengaruhi
purchase intention. Temuan ini dapat mendorong purchase intention konsumen
pada TikTok Shop.
(F) Kata kunci: Social Media Marketing, Brand Awareness, Customer Brand
Engagement, Purchase Intention, TikTok Shop.
(G) Daftar Pustaka: 53 (1991-2024)
(H) Dr. Tommy Setiawan Ruslim, S.E., M.M.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 10 Jun 2025 04:37
Last Modified: 10 Jun 2025 04:37
URI: https://repotest.untar.ac.id/id/eprint/47055

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