<![CDATA[This study examines the influence of content type perception and posting consistency on engagement intention and their impact on brand awareness of the Dutarizkia TikTok account. A quantitative survey was conducted using questionnaires distributed to Dutarizkia TikTok followers. Data were collected through non-probability sampling and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings show that content type perception and posting consistency positively and significantly affect engagement intention. In addition, content type perception, posting consistency, and engagement intention have positive and significant effects on brand awareness. Engagement intention mediates the relationship between posting consistency and brand awareness but does not mediate the relationship between content type perception and brand awareness. These findings highlight the importance of maintaining relevant content and consistent posting to enhance audience engagement and strengthen brand awareness on TikTok.]]>
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