P-ISSN: 2808-0467
E-ISSN: 2808-5051
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642 This work is licensed under CC BY-SA 4.0
THE INFLUENCE OF TIKTOK, BRAND AMBASSADOR, AND BRAND
AWARENESS ON SHOPEE’S PURCHASE INTEREST
Alfida Nurjannah
*
, Moh. Agung Surianto
Muhammadiyah University of Gresik, Indonesia
*
alfidanurjannah2[email protected]
PAPER INFO ABSTRACT
Received:
January 2022
Revised: March
2022
Approved: March
2022
Background: The growing use of social media is proof that social media is
very popular with the public today because it is easy to use and use. Indonesia
itself internet media users show that very many Indonesian people as internet
users mauoun social media in it.
Aim: This study aims to test the influence between independent variables
with dependent variables.
Method: This study was conducted in the case study of the University of
Muhammadiyah Gresik management students class 2018-2021 as a
population in this study with the number of samples used, namely as many as
75 respondents and purposive sampling sample withdrawal techniques.
Analytical techniques in hypothesis testing using statistical analysis tools
such as Statistical Package for the Social Science (SPSS).
Findings: The results of the study showed that Tiktok Social Media (X1),
Brand Ambassador (X2), Brand Awareness (X3) each have a positive and
significant impact on Purchase Intention (Y).
KEYWORDS
social media; brand ambassador; brand awareness
INTRODUCTION
Social Media
The development of digitalization is a very visible development, especially in Indonesia.
Supporting elements of society that are increasingly literate of digital technology, make the
spread and development of digitalization almost complete in all layers of activity of every
corporate business organization and ordinary society. Indirectly the development of
digitalization has made changes to people's lifestyles that were originally the completion of
manual activities into an instant solution (Christiani & Ikasari, 2020). Lifestyle transition in
the community environment is the impact of the development of digitalization (Wahab, 2021).
The growing use of social media is proof that social media is very popular with the public
today because it is easy to use (Zebua & Nadilla, 2021). Indonesia itself internet media users
show that very many Indonesian people as internet users mauoun social media in it (Junawan
& Laugu, 2020). According to data presented by Hootsuite in 2019 internet users in Indonesia
reached 150 million people with a penetration of 56% spread throughout the region. The above
number can be interpreted that only a slight difference when compared to the number of mobile
internet users who amounted to 142.8 million people with a penetration percentage of 53%.
This means that more Indonesians are active in social media which is presented in picture 1.