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All Journal Maker: Jurnal Manajemen
Pamekas, Arya Firman
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Decision Sciences, Operations Research & Management

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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 acum wijaya Fakhrur Rozi, Fakhrur