Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Business and Quality Research
Pipit Purnamasari
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Social Media Marketing and Brand Awareness on Purchase Decisions of Fashion Products among Generation Z on TikTok Shop Pipit Purnamasari; Muhammad Nur Abdi
International Journal of Business and Quality Research Vol. 3 No. 04 (2025): October - December, International Journal of Business and Quality Research (IJ
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v3i04.2712

Abstract

Recently, TikTok has experienced rapid growth as an entertainment platform. In addition to its entertainment features, the platform also provides an e-commerce function that enables real-time transactions and promotions. TikTok Shop has become one of the primary shopping platforms for Generation Z, particularly for fashion products. This study aims to further explore this phenomenon by examining how Brand Awareness is influenced by Social Media Marketing and to what extent both factors affect consumers’ purchase decisions on TikTok Shop. A quantitative approach was employed using regression analysis to address these objectives, involving 140 respondents, the majority of whom were active TikTok Shop users. The results reveal a clear pattern in which Brand Awareness is significantly influenced by Social Media Marketing. Furthermore, these variables were found to affect purchase decisions both independently and simultaneously. The findings highlight the importance of TikTok’s features in the context of digital marketing, such as short videos, user engagement, and influencer endorsements, which play a crucial role in enhancing brand awareness. Ultimately, in addition to increasing Brand Awareness, these components also motivate consumers to make purchase decisions
Co-Authors Muhammad Nur Abdi