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All Journal Monex: Journal of Accounting Research Jurnal Ekonomi Manajemen Sistem Informasi International Journal of Business, Economics, and Social Development Jurnal Ekonomi KARYA: Jurnal Pengabdian Kepada Masyarakat Indonesian Journal of Business Analytics (IJBA) Jurnal Inspirasi Binsis dan Manajemen Prosiding Seminar Nasional Hasil-hasil Penelitian dan Pengabdian Pada Masyarakat Return : Study of Management, Economic and Bussines Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Rahmadi
Universitas Swadaya Gunung Jati
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health Social Sciences

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The Effect of Influencer Credibility and Short-Form Video Ads on Brand Awareness on TikTok Shop Aldi Saputra; Rahmadi
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.945

Abstract

This study aims to investigate and analyze the impact of Influencer Credibility and Short-Form Video Ads on consumer Brand Awareness. The research focuses on TikTok Shop users, representing the dynamics of digital marketing strategies within the contemporary social commerce ecosystem. The applied methodology is quantitative, utilizing both descriptive and verificative approaches. Primary data were collected by distributing questionnaires to 105 respondents, selected through a purposive sampling technique. Data analysis was conducted using a multiple linear regression model to examine the partial and simultaneous effects of the variables. The empirical analysis reveals that Influencer Credibility has a positive and significant impact on the establishment of Brand Awareness. Furthermore, Short-Form Video Ads are proven to have a significant direct effect on enhancing brand awareness. The findings also confirm that, simultaneously, both variables contribute substantially to strengthening the brand's position in the audience's mind. This indicates that the combination of credible information sources and engaging visual content formats acts as a primary determinant in the effectiveness of digital marketing communications. From a managerial perspective, these results suggest that strengthening collaboration strategies with competent influencers and innovating short-form video content are highly crucial for companies to maintain consumer memory retention amidst intense market competition.
Co-Authors Aang Curatman Abdullah Kafabi Aldi Saputra Cellyndhita Nuranisa Susanto Halli Azzahrotu Ajmal Kartono Kartono Medina Rachmadini Ramlah Puji Astuti Reza Febrian Nur Rizki Shalsabila Maudi Firdaus Sugeng Lubar Prastowo Yono Maulana Maulana Zico Subekti