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All Journal CAPITAL: JURNAL EKONOMI DAN MANAJEMEN YUME : Journal of Management JURNAL MANAJEMEN BISNIS Jurnal Manajemen Bisnis Bata Ilyas Journal of Accounting Jurnal Pengabdian Masyarakat Bangsa Jurnal Aplikasi Manajemen & Kewirausahaan MASSARO Jurnal Bisnis dan Kewirausahaan Journal of Digital Business and Innovation Management Jurnal Penelitian Pendidikan Indonesia JER
Yusrab Ardianto Sabban
Universitas Tadulako
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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The Effect of Trendiness and Entertainment in Social Media Marketing on Purchase Intention through Brand Awareness Demas Muhammad Rijal; Muhammad Fachmi; Yusrab Ardianto Sabban
Journal of Digital Business and Innovation Management Vol. 5 No. 1 (2026): June 2026
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jdbim.v5i1.77435

Abstract

The rapid growth of TikTok in Indonesia has created intense competition among local fashion brands, yet high engagement does not always translate into sales. This study aims to analyze the influence of trendiness and entertainment in social media marketing on purchase intention, with brand awareness as a mediating variable. Adopting the Stimulus-Organism-Response (S-O-R) theory, this research employs a quantitative approach using Structural Equation Modeling (SEM) with Amos software and the Sobel test. Data were collected via online questionnaires from 200 Generation Z respondents who are active TikTok users, selected through a purposive sampling technique. The results indicate that trendiness and entertainment have a positive and significant effect on brand awareness. However, trendiness and entertainment have a positive but non-significant effect on purchase intention directly. Brand awareness is proven to have a positive and significant effect on purchase intention and plays a full role in mediating the influence of trendiness and entertainment on purchase intention. The study concludes that trendy and entertaining content on TikTok must build brand awareness first to trigger consumer purchase intention. These findings contribute to S-O-R theory by clarifying the essential role of the 'Organism' in converting social media stimuli into consumer responses in a fast-paced short-video environment.
Co-Authors Ali Murdhani Ngandoh Amar Sani, Amar Andi Emmy Zaenab Ansar Ansar Armin Armin, Armin Ayu Andini Bahtiar Bahtiar Demas Muhammad Rijal Garaika Gerhanita Syam Gunawan Gunawan Hasmin Hasmin Heince Heince Ika Novianti Sari Junaidin, Junaidin Karman Karman Maryadi Maryadi Masyadi Mattalatta, Solihin Muh Rizal Halim Muhammad Fachmi Muhammad Fachmi Muhammad Idris Muhammad Idris Muhammad Idris Nur Fajri Irvan Nurnaningsih Nurnaningsih Patta Tope Saban Echdar Saban Echdar Saban Echdar Saban Echdar Sabban, Yasrib Putranto Saharuddin Saharuddin Stefanus Galar SULASTRI Sylvia . Yohan Yohan