Pengaruh Aktivitas Pemasaran Media Sosial pada Tiktok terhadap Niat Beli Scarlett Whitening
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Abstract
Penelitian ini menguji pengaruh aktivitas pemasaran media sosial terhadap niat beli melalui percakapan elektronik dan kesadaran merek. Sampel dari penelitian ini adalah 250 pengikut akun TikTok Scarlett Whitening yang dipilih dengan metode sampel kenyamanan. Data dikumpulkan melalui kuesioner daring dan dianalisis dengan PLS-SEM. Hasil penelitian ini mengindikasikan bahwa pemasaran media sosial secara tidak langsung memengaruhi niat beli melalui kesadaran merek dan percakapan elektronik.
This study examines the effect of social media marketing activities on purchase intention through electronic word-of-mouth and brand awareness. The sample of this study was 250 followers of Scarlett Whitening TikTok account, which were selected using the convenience sampling method. Data were collected through online questionnaires and analyzed by PLS-SEM. The results of this study indicate that social media marketing indirectly affects purchase intention through brand awareness and electronic word-of-mouth.
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