The Role Of Brand Awareness In Mediating The Effects Of Soft Selling And Hard Selling Approaches On Purchase Intention In Tiktok Campaigns

I Gede Erix Krisna Adi Pramartha; Ni Wayan Eka Mitariani; Pande Ketut Ribek

doi:10.63922/ijevss.v5i03.6054

I Gede Erix Krisna Adi Pramartha Master of Management Program, Faculty of Economics and Business Universitas Mahasaraswati Denpasar, Indonesia
Ni Wayan Eka Mitariani Master of Management Program, Faculty of Economics and Business Universitas Mahasaraswati Denpasar, Indonesia
Pande Ketut Ribek Master of Management Program, Faculty of Economics and Business Universitas Mahasaraswati Denpasar, Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i03.6054

Keywords: TikTok Campaign, Soft Selling, Hard Selling, Brand Awareness, Purchase Intention, PLS-SEM

Abstract

This study examines the role of brand awareness in mediating the effects of soft selling and hard selling approaches on purchase intention in TikTok campaigns. The research responds to the growing use of TikTok as a digital marketing platform and to the inconsistent findings regarding the direct effectiveness of soft selling and hard selling. Anchored in the Theory of Planned Behavior, the study uses a quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through an online questionnaire from 200 Generation Z TikTok users in Indonesia who had experienced promotional or campaign content on TikTok. The measurement and structural models were evaluated using SmartPLS and bootstrapping. The findings show that soft selling does not significantly affect purchase intention directly (β = 0.111; t = 1.311; p = 0.190), whereas hard selling has a positive and significant direct effect (β = 0.331; t = 5.068; p < 0.001). Brand awareness positively and significantly affects purchase intention (β = 0.356; t = 4.177; p < 0.001), while both soft selling (β = 0.376; t = 4.649; p < 0.001) and hard selling (β = 0.409; t = 4.790; p < 0.001) positively affect brand awareness. Brand awareness fully mediates the relationship between soft selling and purchase intention (indirect β = 0.134; t = 2.750; p = 0.006), while it partially mediates the relationship between hard selling and purchase intention (indirect β = 0.145; t = 3.239; p = 0.001). The study indicates that soft selling is more appropriate for building brand awareness as a pathway toward purchase intention, whereas hard selling can stimulate purchase intention directly and through brand awareness.

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