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All Journal Journal of Management - Small and Medium Enterprises (SME's) Journal of Business, Management and Social Studies
Jeaniefer, Jeaniefer
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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The Interplay of Content Marketing and Brand Awareness in Driving TikTok Shop Purchases Jeaniefer, Jeaniefer; Sutrisno , Julius; Wijaya , Steffie Debbyana; Novytasari , Delvy
Journal of Business, Management, and Social Studies Vol. 4 No. 1 (2024): Journal of Business, Management, and Social Studies
Publisher : APPS Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53748/jbms.v4i1.88

Abstract

Objective This study aims to analyze the effect of content marketing and brand awareness of TikTok Shop on purchase intention. Methodology This research uses quantitative methods with a quantitative descriptive analysis approach. The type of research is explanatory research which aims to explain the relationship between research variables. The research population is all TikTok Shop users in DKI Jakarta aged 17-30. Samples were taken randomly from the population. Data collection was carried out through an online survey using Google Forms. Findings The findings demonstrated that purchase intention is positively and significantly impacted by content marketing and brand awareness. Given that brand recognition has a higher coefficient value than content marketing, it has to be given greater priority. Novelty The study examines the combined effect of content marketing and brand awareness on purchase intention. This combination of variables provides a more comprehensive understanding of how these factors interact to influence consumer behavior.
THE EFFECT OF PERCEIVED USEFULNESS, PERCEIVED ENJOYMENT, BRAND TRUST FROM VIDEO REELS AS A SOCIAL MEDIA MARKETING STRATEGY ON CUSTOMER LOYALTY OF RETAIL STORE IN SUMMARECON MALL KELAPA GADING Jeaniefer, Jeaniefer; Kembau, Agung Stefanus
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 3 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i3.22138

Abstract

Amid rapid digitalization, social media has become a key platform where brands compete for consumer attention. This study explores how Instagram Reels affect customer loyalty by enhancing perceived usefulness, enjoyment, and brand trust in Summarecon Mall Kelapa Gading retail stores. Using a quantitative approach with purposive sampling, data was gathered from 111 respondents via surveys and analyzed using SmartPLS 4.1.0.9. The results indicate that social media marketing has a positive effect on perceived usefulness and enjoyment, whereas its influence on brand trust is negligible. Perceived usefulness strongly influences both brand trust and enjoyment. The study highlights Instagram Reels as an effective tool for boosting customer loyalty and offers insights for retail businesses and mall management. However, the sample primarily consists of young, active Instagram users, potentially underrepresenting the broader market. Ultimately, effective content is not just visually appealing but also builds meaningful customer connections. Keywords: Social Media Marketing; Perceived Usefulness; Perceived Enjoyment; Brand Trust; Customer Loyalty
Co-Authors Julius Sutrisno Kembau, Agung Stefanus Novytasari , Delvy Wijaya , Steffie Debbyana