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All Journal Jurnal Promosi Pendidikan Ekonomi PROFIT : Jurnal Administrasi Bisnis Jurnal Manajemen dan Kewirausahaan (JMDK) Humanis : Jurnal Ilmu-Ilmu Sosial dan Humaniora PROFIT J-MACC : Journal of Management and Accounting Patria Artha Management Journal Jurnal Analisa Akuntansi dan Perpajakan Islamika: Jurnal Keislaman dan Ilmu Pendidikan Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Amalee: Indonesian Journal of Community Research & Engagement Journal of Tourism Economics and Policy Khazanah Akademia Indonesian Community Journal Jurnal Pengabdian Kepada Masyarakat Penamas: Journal of Community Service BULETIN BISNIS & MANAJEMEN (BBM) Buletin Abdi Masyarakat (BAM) Jurnal Pengabdian Masyarakat: BAKTI KITA J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Journal of Artificial Intelligence and Digital Business Diversity Logic Journal Multidisciplinary EKOBIS ABDIMAS : Jurnal Pengabdian Masyarakat Jurnal Pengabdian Kepada Masyarakat Shof Journal of Social Impact International Journal of Multidisciplinary Reseach
Siti Shoimah
Universitas Islam Darul 'Ulum
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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Journal : International Journal of Multidisciplinary Reseach

 1 
THE ROLE OF BRAND AWARENESS IN MEDIATING THE EFFECT OF SOCIAL MEDIA AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION FOR EMINA SKINCARE IN TIKTOK SHOP Nawari; Shoimah, Siti; Qomariyah, Nur
International Journal of Multidisciplinary Reseach Vol. 1 No. 5 (2025): Desember
Publisher : International Journal of Multidisciplinary Reseach

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Abstract

The rapid development of digital technology has significantly influenced marketing strategies, particularly through the utilization of Social Media and Electronic Word of Mouth (e-WOM) as effective promotional tools. Emina, as one of the skincare brands, leverages TikTok Shop to enhance its product sales. This study aims to analyze the influence of Social Media and e-WOM on Purchase Intention, with Brand Awareness serving as a mediating variable. This research employed a quantitative approach using a purposive sampling technique. Data were collected through questionnaires distributed to TikTok Shop users who had seen or purchased Emina skincare products, involving a total of 128 respondents. The findings indicate that Social Media and e-WOM have a positive and significant effect on Purchase Intention. Furthermore, Brand Awareness was found to significantly mediate the relationship between Social Media, e-WOM, and Purchase Intention. These results suggest that increasing promotional interactions through Social Media and positive consumer reviews can strengthen brand awareness, ultimately enhancing consumers’ purchase intention of Emina skincare products on TikTok Shop.
Co-Authors Abdullahi Adio Babatunde Abidatus Suroya, Naela Afril Efan Pajri Agustiningtyas, Eka Ahmad Jemy Ahmad Sholikin Ahmed Oloruntobi Adekunle Aldhian Nur Isnaini Aldhian Nur Isnaini Ali muhajir, Ali Ana Fitriyatul Bilgies, Ana Fitriyatul Anis Nafiatul Umah Anjelika, Selfi Quraini Ari Rusnia Widhya F Widhya Avia Nur Kholifah Ayu, intan Cinta Ayu Amaliyah Amaliyah Desy Putri Ayu Nurvita Sari Devi Nur Mayang Sari Dian Eka Kusumawati Eka Fadlilatus Saadah Eka Puspita Sari Maaidah Faiqotul Himma, Faiqotul Fatichatur Rachmaniyah Fatichatur Rachmaniyah Fatichatur Rochmaniyah Handariyatul Maimunah Hasmah Hasmah Have Zulkarnaen Ismawati Ismawati Istiqomah, Istiqomah Ita Aristia Sa'ida Khoirul Umam Khuriyah . Laila Arisandra, Martha Latif Maulana Latif, Nashrudin Latifatul Ainiyah M. Donny Saputra Martha Laila Arisandra, Martha Laila Maulidia Putri, Ihza Zamzara Miftahul Huda Mochammad Al Musadieq Moh. Ali Wafa Moh. Azus Shony Azar Moh. Azus Shony Azar Muhammad Rosyid Muhammad Sholihin N i’ma turroviah Nafahatus Sahariyah Nawari Nawari Nawari Nawari, Nawari Novi Darmayanti Novi Darmayanti Nur Faidzin Nur Qomariyah Nur Vinda Eka Sholikhatus Nurul Fauziyah Putri, Windy Anissa Amilia Rachmaniyah, Fatichatur Rahajaan, Thomas Evi Viktor Ridho Bagus Setiawan Rifky Ardhana Kisno Saputra Rizal bahary, Achmad Robby Nur Akbar Sahri Sahri Shinta Maharani Trivena Suhariyanto Suhariyanto Suryadi, I Gede Iwan Syaiful Amin Ardiansyah Tasya Lailatul Firdaus Umar Nimran Wahyu Ginanjar A.S Wulansari, Kristin