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All Journal Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis
Yeni Nur Aisah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Influencer Marketing dan Brand Awareness pada Tiktok Terhadap Keputusan Pembelian Produk Cushion Glad2Glow Yeni Nur Aisah; N. Neni Triana; Shandikha Arya Yudha Rahman
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 4 No. 2 (2026): April : Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v4i2.2797

Abstract

This study seeks to investigate the impact of Glad2Glow Cushion brand awareness and TikTok influencer marketing on the purchasing decisions of beauty content viewers. Both elements have a major influence at the same time, according to the data, but brand awareness is the most important. While factors beyond the purview of this study explain the remaining variance in purchase decisions, influencer marketing and brand recognition do account for a substantial percentage of it. Consumers' trust and intent to buy can be boosted by influential people and high levels of brand awareness. It is advised to work with influencers who have similar traits to the target audience in order to increase recognition of the brand through fresh, pertinent material. From a theoretical standpoint, this study deepens our understanding of how digital marketing on TikTok is affected by brand awareness and influencer marketing. On a more practical note, it's a roadmap for social media marketers looking to influence customer purchases.
Co-Authors N. Neni Triana Shandikha Arya Yudha Rahman