The Impact of Brand Awareness, Influencer Marketing, and TikTok on Purchase Decisions of Bittersweet by Najla

Abstract

This study aims to determine: (1) The effect Brand awareness on Purchasing Decisions, (2) The effect of Influencer arketing on Purchasing Decisions, (3) Media Sosial Tiktok on Purchasing Decisions, and (4) The effect of Brand awareness, Influencer marketing and Media Sosial Tiktok together on Purchasing Decisions for Dessert Box Bittersweet by Najla Products. The sample used in this study was 170 samples of people who were or had bought Dessert Box Bittersweet by Najla product. The research data was processed using SPSS 25 software. The method used ih this research is descriptive quantitative, where theory testing by measuring research variables numrically and analyzing data. In this study using primary data obtained directly from respondents who will be collected through questionnaires and using SPSS as a problem solving tool. The questionnaire in this study used a Likert scale as a scale for measuring research instruments. Based on the test results, the following data were obtained: (1) there is a positive and significant effect of Brand awareness on Purchasing Decisions, (2) there is a positive and significant effect og Influencer marketing on purchasing Decisions, (3) there is a positive and significant effect of Media Sosial Tiktok on Purchasing Decisions, and (4) there is an influence of Brand awareness, Influencer marketing and Media Sosial Tiktok together on Purchasing Decisions for Bittersweet by Najla Dessert Box Products. This can be see from the results of the analaysis of testing each variable X and Y, both partial testing (t test) and simultaneous testing (F test).