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All Journal MANAGER: Journal of Management and Administration Science
Imam Tri Setiawan
Universitas Esa Unggul
Humanities Economics, Econometrics & Finance

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PENGARUH INFLUENCER MARKETING, BRAND COMMUNITY, SMMA, DAN E-WOM TERHADAP BRAND AWARENESS SERTA PENGARUHNYA TERHADAP PURCHASE INTENTION Imam Tri Setiawan; Siti Nurlaela
MANAGER: Journal of Management and Administration Science Vol. 5 No. 1 (2026): MANAGER: Journal of Management and Administration Science, Agustus 2026
Publisher : ASIAN PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58738/manager.v5i1.1937

Abstract

Amidst intense competition in the local perfume industry, the use of social media has become a crucial strategy for companies to build brand awareness and drive consumer purchase intention. This study aims to analyze the influence of Influencer Marketing, Brand Community, Social Media Marketing Activities (SMMA), and Electronic Word of Mouth (E-WOM) on Brand Awareness, as well as the influence of Brand Awareness on Purchase Intention among consumers of the local perfume brand Crusita in the Jabodetabek area. A quantitative approach was employed, utilizing a survey method involving 175 active TikTok users who met the study's criteria. Data were collected via a five-point Likert scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that Influencer Marketing and SMMA have a positive and significant effect on Brand Awareness, whereas Brand Community and E-WOM do not have a significant effect on Brand Awareness. Furthermore, Brand Awareness has a positive and significant effect on Purchase Intention. The adjusted R-square values ​​were 0.762 for Brand Awareness and 0.600 for Purchase Intention. The findings demonstrate that social media activities and influencer collaborations are vital aspects in building Crusita's brand awareness among the TikTok audience..
Co-Authors Siti Nurlaela