The Influence of Social Media Marketing and Brand Awareness on Purchase Decisions of Fashion Products among Generation Z on TikTok Shop

Pipit Purnamasari; Muhammad Nur Abdi

doi:10.63922/ijbqr.v3i04.2712

Pipit Purnamasari Department of Management, Faculty of Economics, Universitas Terbuka
Muhammad Nur Abdi Department of Management, Faculty of Economics, Universitas Terbuka, Indonesia Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Makassar, Indonesia

DOI: https://doi.org/10.63922/ijbqr.v3i04.2712

Keywords: brand awareness, Generation Z, purchase decision, online fashion products, Social Media Marketing.

Abstract

Recently, TikTok has experienced rapid growth as an entertainment platform. In addition to its entertainment features, the platform also provides an e-commerce function that enables real-time transactions and promotions. TikTok Shop has become one of the primary shopping platforms for Generation Z, particularly for fashion products. This study aims to further explore this phenomenon by examining how Brand Awareness is influenced by Social Media Marketing and to what extent both factors affect consumers’ purchase decisions on TikTok Shop. A quantitative approach was employed using regression analysis to address these objectives, involving 140 respondents, the majority of whom were active TikTok Shop users. The results reveal a clear pattern in which Brand Awareness is significantly influenced by Social Media Marketing. Furthermore, these variables were found to affect purchase decisions both independently and simultaneously. The findings highlight the importance of TikTok’s features in the context of digital marketing, such as short videos, user engagement, and influencer endorsements, which play a crucial role in enhancing brand awareness. Ultimately, in addition to increasing Brand Awareness, these components also motivate consumers to make purchase decisions

References

Aini, N. F., Safitri, D., & Sujarwo. (2024). Perilaku konsumtif Gen Z dalam kehadiran TikTok Shop. JICN: Jurnal Intelek dan Cendikiawan Nusantara, 1, 878–888.
Akbar, M. F., Dewi, H., Ati, L., & Sukarson, A. (2024). PERAN TIKTOK DALAM MENINGKATKAN BRAND AWARENESS. 4(1), 52–57.
Ardiansah, M. N., Azizah, A., & Sadida, A. (2024). Social Commerce Success Impact on Business Performance Insight From TikTok Shop Phenomena in Indonesia. Accounting Analysis Journal, 13(1), 25–33. https://doi.org/10.15294/aaj.v13i1.2778
Dewi, N., Sudrajat, A., Chairunnisa, G., & Assyifa, S. N. (2024). Stream to Shop : Perilaku Belanja Gen Z Pada Social Commerce dan Apa Yang Paling Memikat Mereka. 2(3), 257–272.
Elissa, I. (n.d.). PADA TOKO ONLINE. VIII(3), 143–152.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Gunelius, S. (2011). 30-Minute Social Media Marketing. New York: McGraw Hill.
Han, H., Xu, H., & Chen, H. (2018). Electronic Commerce Research and Applications Social commerce : A systematic review and data synthesis. Electronic Commerce Research and Applications, 30(May), 38–50. https://doi.org/10.1016/j.elerap.2018.05.005
Herdana, V. D. (2015). Pengaruh brand awareness terhadap keputusan pembelian konsumen. Jurnal Manajemen, 7(2), 45–54.
Krisdanu, C. A., & Kiranastari Asoka Sumantri. (2023). TikTok sebagai Media Pemasaran Digital di Indonesia. Jurnal Lensa Mutiara Komunikasi, 7(2), 24–36. https://doi.org/10.51544/jlmk.v7i2.4173
Manajemen, E. (2020). BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN Made Wahyu Krisna Upadana 1 Fakultas Ekonomi dan Bisnis Universitas Udayana ( Unud ), Bali , Indonesian. Top Brand Index 2018 Fase 2 Kategori Retail. 9(5), 1921–1941.
Nabilah, M. (2024). TikTok aplikasi yang paling banyak diunduh di Indonesia pada 2023.
Riyanto, G. P., & Pertiwi, W. K. (2023). Pengguna TikTok di Indonesia tembus 113 juta, terbesar kedua di dunia.
Sari, D. P. (2021). PEMBELIAN , KUALITAS PRODUK , HARGA KOMPETITIF , LOKASI ( LITERATURE REVIEW MANAJEMEN PEMASARAN ). 2(4), 524–533.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Williams, K. (2020). TikTok Was Installed More Than 738 Million Times in 2019, 44% of Its All-Time Downloads. Sensor Tower Store Intelligence.
Yunita, H., & Ayu, D. A. N. (n.d.). Herma Yunita dan Ayu Wijayanti. 3(2), 74–85.