Dari Menggulir Layar hingga Menyesap Kopi: Bagaimana Pemasaran Media Sosial TikTok dan Citra Merek Membentuk Niat Beli Konsumen Muda melalui Sikap terhadap Merek dan Kepercayaan Merek

Raffi Maytriadhi
Catur Sugiarto
Budhi Haryanto
Ahmad Ikhwan Setiawan

JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

This study examines TikTok social media marketing, brand image and purchase intention for Kopi Kenangan through parallel brand-attitude and brand-trust pathways. A purposive survey of 321 TikTok users was analysed using PLS-SEM. Reported relationships and specific indirect estimates are positive; the model explains 41.9% of purchase-intention variance. Indirect estimates through attitude are numerically larger, without a formal difference test. The findings suggest attention to favourable brand evaluations alongside content visibility. Interpretation remains provisional because path classification requires clarification, while the cross-sectional, single-brand design limits causal inference and generalisation.