The Influence of Celebrity Endorsement and Social Media Marketing on Purchase Decisions of Generation Z in Jambi City's TikTok Shop Brand Awareness as an Intervening Variable

Sahputri Sahputri; Titin Agustin Negsih; Beid Fitrianova Andriani

doi:10.63922/ijebir.v5i06.5738

Sahputri Sahputri Islamic Economics Study Program, Sultan Thaha Saifuddin State Islamic University, Jambi
Titin Agustin Negsih Islamic Economics Study Program, Sultan Thaha Saifuddin State Islamic University, Jambi
Beid Fitrianova Andriani Islamic Economics Study Program, Sultan Thaha Saifuddin State Islamic University, Jambi

DOI: https://doi.org/10.63922/ijebir.v5i06.5738

Keywords: Brand Awareness, Celebrity Endorsement, Purchase Decision, Social Media Marketing

Abstract

The background of this study is based on the rapid development of digital technology and social media, which has significantly transformed consumer behavior in online shopping. Although the use of celebrity endorsements and social media marketing strategies has become increasingly widespread on the TikTok Shop platform, previous studies have produced inconsistent findings regarding their effects on purchase decisions. Furthermore, the mediating role of brand awareness has received limited attention, particularly among Generation Z TikTok Shop users in Jambi City. This study aims to analyze the influence of celebrity endorsement and social media marketing on purchase decisions among Generation Z TikTok Shop users in Jambi City, with brand awareness serving as an intervening variable. This research employs a quantitative approach using an associative research design. The population consists of Generation Z consumers in Jambi City who have made purchases through TikTok Shop. The sample was selected using a purposive sampling technique. Data are collected through questionnaires using a five-point Likert scale. Data analysis is conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (SmartPLS), including measurement model evaluation (outer model), structural model evaluation (inner model), and hypothesis testing through bootstrapping to examine both direct and indirect effects. The expected findings of this study are to provide empirical evidence regarding the effects of celebrity endorsement and social media marketing on purchase decisions, both directly and indirectly through brand awareness as an intervening variable. This study is expected to contribute to the development of digital marketing and consumer behavior literature, particularly in the context of social commerce, and to provide practical recommendations for business owners, SMEs, and digital marketers in designing effective marketing strategies to enhance brand awareness and consumers' purchase decisions, especially among Generation Z in Jambi City.

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