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Journal : Maker: Jurnal Manajemen

THE EFFECT OF VIRAL MARKETING AND BRAND AWARENESS ON BUYING INTEREST IN S-COMMERCE TIKTOK SHOP Pamekas, Arya Firman; Wijaya, Acum; Rozi, Fakhrur
JURNAL MANAJEMEN MAKER STIE SULTAN AGUNG Vol 11 No 1 (2025): Volume 11 Nomor 1 Tahun 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/mjm.v11i1.785

Abstract

The purpose of this study is to investigate the impact of viral marketing and brand awareness on buying interest in Tiktokshop. TikTok Shop is one of Indonesia's social commerce platforms. TiktokShop is one of the fastest growing types of online commerce that leverages tiktok characteristics through creative content, digital marketing, and so on. Many trading activities are transferring to digital platforms, which may have an impact on the survival of traditional markets. For this reason, our study takes into account a number of elements, including viral marketing and brand awareness on TikTok. This study included a questionnaire distributed to 100 participants. The SEM-Partial Least Squares (SEM-PLS) algorithm is used to evaluate data in this study. The results suggest that viral marketing has an effect on buying interest in TikTokshop, and brand recognition also influences buying interest.
Co-Authors Abidin, Syahrul acum wijaya ADELIA Afandi, Muhammad Rizki Agus Setiawan Alamsyah, Muhammad Royhan Alfina Zsazsa Naqiya Algusri, Jeki Aliansyah, Aliansyah Aliffa Izzara, Widi Ambiyar, Ambiyar Amin, Ahmad Aldi Anas Azhar, Anang Anggita, Rizki Anum, Adelina Apriza, Tiyas Ardhin Primadewi Arief Rahman Arif Budiman Artika, Sindi Arwizet Arwizet, Arwizet Aryasandy, Nensy Azhar, Anang Anas Bella, Sinta Cahyanto, Sigit Bayu Deni, Indira Fatra Eka Puspitawati Ema Wulansari, Rizky Fernos, Jhon Fitrah, Yunanda Ghasani, Thahira Hafizhah, Syafira Noer Heni Pujiastuti Ibrahim, Anton Maulana Intan Tursina Kesuma, Rafifa Luqyana Khairul Amri Mahendra, Romi Manurung, Lira Dzikri Rahmadani Maria Magdalena Masditok, Tokit Matondang, Abdul Rahman Mohammad Ahsanuddin Monang, Sori MUHAMMAD FAHMI Muklisin, Sanitra Muliyani, Sari Nasution, Farah Mutiara Zahra Nasution, Irina Kemala Nasution, Kevin Rasyid Sabili Nathanael, Austin Novemyanto, Alfin Dwi Nurmansyah Nurmansyah, Nurmansyah Nurwijayanti Oktavia, Lia Pamekas, Arya Firman Pane, Endi Hadian Shabar Pitri, Laila Pristika, Febie Juma Pujiastuti, Eka Putri, Anggi Juninda Putri, Risa Haruman Rahmawati, Catur Rosidah Rosidah Salisah, Fadiah Anggi Sari Nasution, Bida Sigit Apriyanto Sinaga, Siti Azzahra Siregar, Fitrah Alfisyah Siregar, Sarifah Aini Siti Mundari Solihah Titin Sumanti, Solihah Titin Sopyan, Ence Sry Lestari Samosir Sukardi Sukardi Sulastri, Rukma Supriyanto Supriyanto Surbakti, Khairul Putra Syafitri, Nanda Lestari Syofria Meidona Tomy, Chairian Uswatul Hasanah, Uswatul Wiratno, Esa Prasetyo Yusniar Lubis Zeeda, Ghuvira Zusmawati Zusmawati