Pengaruh Content Marketing Of Tiktok Dan E-Wom Terhadap Brand Awareness Dan Minat Beli Produk Umkm Sektor Kuliner Di Kabupaten Pasuruan

Abstrak

The purpose of this study was to determine and measure the effect of content marketing of TikTok and E-WOM on brand awareness and purchase intention in UMKM products in the culinary sector in Pasuruan Regency. This study is a quantitative study with a sample of 115 respondents using a purposive sampling technique with an analytical tool, namely SPSS version 26. The results showed that Content Marketing of TikTok had a significant effect on Brand Awareness, E-WOM had a significant effect on Brand Awareness, Content Marketing of TikTok had a significant effect on Purchase Intention, E-WOM had a significant effect on Purchase Intention and Brand Awareness had a significant effect on Purchase Intention. Content Marketing TikTok through Brand Awareness has a significant effect on Purchase Intention and E-WOM through Brand Awareness has a significant effect on Purchase Intention