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All Journal Jurnal Kajian Manajemen Bisnis JETL (Journal Of Education, Teaching and Learning) JURNAL PUNDI Suluah Bendang: Jurnal Ilmiah Pengabdian Kepada Masyarakat Marketing Management Studies Journal of Management and Administration Provision Manaruko: Jurnal Pengabdian Masyarakat
Septrizola, Whyosi
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Aerospace Engineering Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Social Sciences Other

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Journal : Journal of Management and Administration Provision

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The Influence of Brand Awareness on Purchase Intention Among TikTok Users in Padang: The Mediating Role of Influencer Endorsement and Influencer Credibility Al Fajri, Deo; Septrizola, Whyosi
Journal of Management and Administration Provision Vol. 5 No. 3 (2025): Journal of Management and Administration Provision
Publisher : Pusat Studi Pembangunan dan Pemberdayaan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55885/jmap.v5i3.698

Abstract

The development of digital marketing through social media has encouraged many companies and businesses to utilize influencers as part of their brand communication strategy. This research aims to examine the effect of brand awareness on purchase intention with influencer endorsement and influencer credibility as mediating variables. The issue discussed is how brand awareness can shape consumer purchase intention directly or indirectly through influencer endorsement and influencer credibility. This study employs a quantitative research design utilizing a structured survey approach, with a sample of 200 participants selected through purposive sampling. The gathered data were analyzed using SmartPLS software. The results indicate that brand awareness significantly impacts in-fluencer credibility, influencer endorsement, and purchase intention. Additionally, both influencer endorsement and influencer credibility were shown to positively impact purchase intention. Other results indicate that the indirect influence of brand awareness on purchase intention through influencer credibility and influ-encer endorsement is significant, confirming that influencers have a strategic role in building consumer trust and purchase intention. This study concludes that enhancing brand awareness and engaging credible influencers through effective endorsement strategies are essential in fostering consumer purchase intention and guiding their purchasing decisions.
The Influence of Influencers and the Quality of Elformula Skincare Products on Impulsive Buying of Tiktok Consumers in Padang City with Trust as a Mediating Variable Rahmadani, Ezy; Septrizola, Whyosi
Journal of Management and Administration Provision Vol. 5 No. 3 (2025): Journal of Management and Administration Provision
Publisher : Pusat Studi Pembangunan dan Pemberdayaan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55885/jmap.v5i3.699

Abstract

Technological progress in the age of globalization has led to notable transformations in human behavior, especially in the adoption of online shopping practices  This research seeks to examine how influencers and product quality affect the impulsive purchasing behavior of TikTok Shop users in Padang City, with trust functioning as a mediating variable. This study is motivated by the growing utilization of social media platforms for digital marketing purposes, particularly TikTok, which combines entertainment with e-commerce features and encourages unplanned, impulsive consumer behavior especially in skincare product categories like Elformula. A quantitative method was employed in this study by distributing surveys to 160 TikTok users who met specific research criteria. The data were obtained through a questionnaire using a Likert scale and analyzed using the Partial Least Squares (PLS) approach via SmartPLS 4 software. The findings indicate that both influencers and product quality positively and significantly influence consumer trust, which in turn has a significant positive impact on impulsive buying behavior. Other important findings suggest that the indirect effect of trust on impulse buying, influencer on impulse buying through trust, and product quality on impulse buying through trust. The conclusion of this study confirmed that marketing strategies through credible influencers and the perception of good product quality played an important role in building consumer confidence, which then triggered spontaneous purchases on the TikTok Shop platform This study is anticipated to offer theoretical contributions to the advancement of consumer behavior research in the digital era, while also providing practical insights for e-commerce marketers and business practitioners in crafting effective marketing communication strategies.
Co-Authors Afdal, Zul Al Fajri, Deo Asria, Maya Asriel, Armida S Cecep Kusmana Dwita, Vidyarini Effita Suri, Nadia Mira Hasti Hasmira Muskhir , Mukhlidi Nisa, Sahrun Nofriyanti, Monica Putra, Ade Herdian Rahmadani, Ezy Rino Rino Rony Ariesta, Ghiva Syofianti Engreini Tardi, Yesi Erma Cahyani WULANDARI, WIDYA Yasri, Yasri