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All Journal JURNAL MANAJEMEN MOTIVASI
Raffi Maytriadhi
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Dari Menggulir Layar hingga Menyesap Kopi: Bagaimana Pemasaran Media Sosial TikTok dan Citra Merek Membentuk Niat Beli Konsumen Muda melalui Sikap terhadap Merek dan Kepercayaan Merek Raffi Maytriadhi; Catur Sugiarto; Budhi Haryanto; Ahmad Ikhwan Setiawan
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9546

Abstract

This study examines TikTok social media marketing, brand image and purchase intention for Kopi Kenangan through parallel brand-attitude and brand-trust pathways. A purposive survey of 321 TikTok users was analysed using PLS-SEM. Reported relationships and specific indirect estimates are positive; the model explains 41.9% of purchase-intention variance. Indirect estimates through attitude are numerically larger, without a formal difference test. The findings suggest attention to favourable brand evaluations alongside content visibility. Interpretation remains provisional because path classification requires clarification, while the cross-sectional, single-brand design limits causal inference and generalisation.
Co-Authors Ahmad Ikhwan Setiawan Budhi Haryanto Catur Sugiarto