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All Journal Competence : Journal of Management Studies (Kompetensi : Jurnal Studi Manajemen) Edukasi Islami: Jurnal Pendidikan Islam Tibuana : Journal of Applied Industrial Engineering Jurnal Penamas Adi Buana J-MACC : Journal of Management and Accounting Dialektika: Jurnal Ekonomi dan Ilmu Sosial Al-Kharaj: Journal of Islamic Economic and Business Jurnal Manajemen Bisnis, Akuntansi dan Keuangan EKOBIS ABDIMAS : Jurnal Pengabdian Masyarakat Manajemen : Jurnal Ekonomi
Suharyanto
Department Of Management, Faculty Of Economy, PGRI Adi Buana University Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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The Influence of TikTok Shop and Brand Awareness on the Purchase Intentions of Mybellin Blush-On Ida Ilham Ramadhan; Suharyanto
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10093

Abstract

This study aims to determine and analyze the influence of TikTok Shop and Brand Awareness on the Purchase Intention of Maybelline blush-on products among students of the Faculty of Economics and Business at PGRI Adi Buana University Surabaya. The rapid development of social media, especially TikTok, has changed marketing strategies and consumer behavior through the concept of social commerce which integrates entertainment, interaction, and transactions within a single digital platform. This research used a quantitative approach with a survey method by distributing questionnaires to 90 female students of the Faculty of Economics and Business at PGRI Adi Buana University Surabaya who actively use TikTok and have seen or interacted with Maybelline blush-on products through TikTok Shop. The sampling technique used was non-probability sampling with an accidental sampling method. Data analysis was conducted using multiple linear regression analysis with SPSS, including validity tests, reliability tests, classical assumption tests, t-tests, and F-tests. The results of this study indicate that TikTok Shop has a positive and significant effect on purchase intention, Brand Awareness has a positive and significant effect on purchase intention, and TikTok Shop and Brand Awareness simultaneously have a significant effect on purchase intention of Maybelline blush-on products among students of the Faculty of Economics and Business at PGRI Adi Buana University Surabaya
Co-Authors Alana Rahma Yanti Aristha Purwanthari Sawitri Brunhilde Clairine Dheareida Kueain Didik Subijantoro Eva Rosita Fachrudy Asj'ari Fadilah Puspita Fauziyah Fauziyah Fitria Inzaghi Heny Afifatul Mu'asyaroh I Ketut Surabagiarta I Made Bagus Dwiarta Ida Ilham Ramadhan Nashrudin Latif Nashrudin Latif Patria Winahyu Binantoro Siska Wulandari Siti Istikhoroh Siti Samsiyah Sugijanto Taudlikhul Afkar Um Farum Faridah Widiar Onny Kurniawan Yunia Dwie Nurchayanie