Analisis Pengaruh Social Interaction dan Brand Awareness terhadap Purchase Intention Pada Tiktok : Mediasi oleh Trust

Abstrak

This study aims to analyze the influence of social interaction and brand awareness on purchase intention on the Tiktok platform, with Trust as a mediating variable. The research is motivated by the rapid growth of social commerce in Indonesia, particularly through Tiktok Shop, which facilities direct interaction between consumers and businesses through the utilization of various tiktok features designed to support corporate marketing activities. A quantitative approach was employes using a survey method involving 200 active tiktok users as respondents. Data analysis was conducted using Partial Least Squares Structrural Equation Modeling (PLS-SEM). The resukts show that social interaction and brand awareness have a positive and significant effect on Trust, and Trust significantly mediates the effect of both variables on purchase intention. These findings provide practical implications for businesses in designing marketing strategis based on social engagement and brand awareness to increase consumer purchase intentions on tiktok.