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Economic: Journal Economic and Business
Published by Lembaga Riset Mutiara Akbar
ISSN : -     EISSN : 29638801     DOI : https://doi.org/10.56495/ejeb
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
ECONOMIC: Journal Economi and Business yang diterbitkan oleh Lembaga Riset Mutiara Akbar, Medan, Indonesia merupakan jurnal akses terbuka yang dapat digunakan sebagai media interaksi bagi seluruh cendikiawan di berbagai bidang Ekonomi dan Bisnis baik itu Karya Ilmiah kajian pustaka maupun penelitian. Pokok bahasannya meliputi studi tekstual dan kerja lapangan dengan berbagai perspektif tentang ekonomi dan bisnis serta berbagai perspektif dalam kepentingan ekonomi dan bisnis. Jurnal ini bekerja untuk Cendekiawan, peneliti, dosen, serta profesor dari berbagai institusi dan afiliasi di dunia serta untuk wadah tempat mahasiswa mempublikasikan artikel skripsi dan tesisnya
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 211 Documents
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The role of brand awareness as an intervening variable in the effect of tiktok beauty content creator video reviews on consumer purchasing decisions Choiriyah Adha; Miftah El Fikri
Economic: Journal Economic and Business Vol. 5 No. 2 (2026): ECONOMIC: Journal Economic and Business
Publisher : Lembaga Riset Mutiara Akbar (LARISMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56495/ejeb.v5i2.1638

Abstract

This study aims to examine the effect of TikTok beauty content creator video reviews on consumer purchasing decisions, with brand awareness serving as an intervening variable. The research was motivated by the limited availability of foundation review content for medium-brown skin tones, which creates challenges for consumers in identifying suitable cosmetic products. A quantitative approach with a verificative design was employed, involving 100 followers of the TikTok account @austeniche selected through purposive sampling. Data were analyzed using multiple linear regression and Sobel mediation tests with SPSS 25. The findings reveal that video reviews have a positive and significant effect on brand awareness (t = 6.574, p lower than 0.001) and purchasing decisions (t = 3.138, p = 0.002). Brand awareness also significantly influences purchasing decisions (t = 6.067, p lower than 0.001). Furthermore, the Sobel test confirms that brand awareness significantly mediates the relationship between video reviews and purchasing decisions (t = 4.466, p lower than 0.001). These results demonstrate that informative and credible TikTok beauty content can effectively strengthen brand awareness and encourage consumer purchasing decisions, particularly for cosmetic products targeting consumers with medium-brown skin tones.

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