<![CDATA[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.]]>
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