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All Journal Madani: Multidisciplinary Scientific Journal Socius: Social Sciences Research Journal
Bintang Arya Yudha W
Program Studi Manajemen, Universitas Pembangunan Jaya, Indonesia
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The Influence of Influencer Marketing on Brand Awareness of Gadget Products among TikTok Users in Indonesia Bintang Arya Yudha W; Marchyel Mahardika W; Dina Kartini
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 3, No 12 (2026): July 2026
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20674422

Abstract

This study examines the influence of influencer marketing on brand awareness of gadget products among TikTok users in Indonesia through a qualitative systematic literature review approach. Drawing on seven empirical studies published between 2021 and 2026, this research synthesizes findings on how influencer marketing analyzed through the lens of Source Credibility Theory shapes consumer brand awareness and purchase intention in the context of digital technology products. The findings indicate that influencer credibility, comprising trustworthiness, expertise, and attractiveness, is the primary driver of brand awareness formation, with influencer credibility explaining up to 27.0% of variance in purchase intention (Istimaroh, 2025) and influencer marketing explaining 49.7% of variance in purchase intention for gadget products (Maesaroh, 2025). TikTok-specific studies confirm that influencer content on the platform contributes to sales performance increases of 25–30% for brands (Sakir, 2025), while brand awareness consistently emerges as a critical mediating variable between influencer marketing activities and consumer behavioral outcomes. The study further identifies that the authenticity of influencer content and the quality of parasocial relationships between influencers and their audiences are key determinants of the effectiveness of influencer marketing campaigns in building gadget brand awareness. This study concludes that a credibility-centered influencer marketing strategy represents the most sustainable approach for gadget brands seeking to build meaningful brand awareness among Indonesian TikTok users.
TikTok as a Global Platform Phenomenon: Expansion of ByteDance and Its Impact on Consumer Behavior in Emerging Markets Bintang Arya Yudha W; Arkaan Naufal Hadi
Madani: Jurnal Ilmiah Multidisiplin Vol 4, No 4 (2026): May 2026
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20568404

Abstract

This study examines TikTok as a global platform phenomenon driven by ByteDance's international expansion strategy and analyzes its impact on consumer behavior in emerging markets, with particular focus on Indonesia. Using a qualitative literature review methodology, this research synthesizes findings from nine empirical studies published between 2024 and 2026 to construct a comprehensive understanding of how TikTok's global reach, algorithm-driven content distribution, and social commerce integration are reshaping consumer purchasing patterns, brand awareness formation, and social consumption behavior in developing economies. The findings indicate that TikTok has emerged as the world's largest social media platform by user base, with Indonesia ranking first globally with 194.37 million users as of 2025, and projected global advertising revenue reaching USD 12 billion in 2024. TikTok's penetration into Indonesian consumer markets has produced measurable behavioral transformations: SME businesses adopting TikTok marketing report sales increases of 20-40% (Afriany et al., 2025), social media influence accounts for 39.2% of consumer behavior variance among millennials (Kurniawati, 2024), and TikTok content exposure explains 64.2% of consumptive behavior variance among Generation Z (Husain, 2025). This study further identifies that TikTok's global expansion has introduced a new consumer behavior paradigm characterized by algorithm-mediated discovery, shoppertainment-driven purchase decisions, and emotionally-influenced consumption that differs fundamentally from conventional e-commerce behavior. The study concludes that TikTok represents not merely a social media platform but a global consumer behavior transformation engine that demands new strategic frameworks for businesses competing in emerging markets.
Co-Authors Arkaan Naufal Hadi Dina Kartini Marchyel Mahardika W