The Influence of Information Trendiness and Entertainment Content in Social Media Marketing on Purchase Intention through Brand Awareness

Penelitian ini bertujuan untuk menganalisis pengaruh information trendiness dan entertainment content dalam pemasaran media sosial terhadap purchase intention melalui brand awareness sebagai variabel mediasi pada merek Tenue de Attire di TikTok. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik analisis Structural Equation Modeling (SEM) menggunakan aplikasi Amos dan uji sobel. Data diperoleh melalui survei penyebaran kuesioner yang melibatkan 200 responden Generasi Z pengguna aktif TikTok yang pernah berinteraksi dengan akun @tenuedeattire dengan teknik pengambilan sampel purposive sampling. Landasan teoretis yang digunakan adalah teori Stimulus-Organism-Response (S-O-R). Hasil penelitian menunjukkan bahwa information trendiness dan entertainment content berpengaruh positif dan signifikan terhadap brand awareness. Namun, information trendiness dan entertainment content tersebut memiliki pengaruh positif yang tidak signifikan terhadap purchase intention secara langsung. Brand awareness terbukti berpengaruh positif dan signifikan terhadap purchase intention dan berperan penuh dalam memediasi pengaruh information trendiness serta entertainment content terhadap purchase intention. Simpulan penelitian ini menegaskan bahwa konten yang trendi dan menghibur di TikTok harus mampu membangun kesadaran merek terlebih dahulu sebelum dapat memicu niat pembelian pada konsumen.

This study aims to analyze the influence of information trendiness and entertainment content in social media marketing on purchase intention through brand awareness as a mediating variable for the brand Tenue de Attire on TikTok. The research method employs a quantitative approach using Structural Equation Modeling (SEM) analysis with Amos software and the Sobel test. Data were obtained through an online questionnaire survey involving 200 Generation Z respondents who are active TikTok users and have interacted with the @tenuedeattire account, selected through a purposive sampling technique. The theoretical framework utilized is the Stimulus-Organism-Response (S-O-R) theory. The results indicate that information trendiness and entertainment content have a positive and significant effect on brand awareness. However, information trendiness and entertainment content is proven to have a positive but non-significant effect on purchase intention directly. Brand awareness is proven to have a positive and significant effect on purchase intention and plays a full role in mediating the influence of information trendiness and entertainment content on purchase intention. The conclusion of this study emphasizes that trendy and entertaining content on TikTok must be able to build brand awareness first before it can trigger consumer purchase intention.