The Influence of Brand Awareness, Influencer Marketing, and Perceived Value on Purchasing Decisions of Kahf Skincare Products on TikTok Shop (A Study on Generation Z in Sidoarjo)
Pengaruh Brand Awareness, Influencer Marketing, dan Perceived Value terhadap Keputusan Pembelian Produk Skincare Kahf di TikTok Shop (Studi pada Generasi Z di Sidoarjo)
DOI:
https://doi.org/10.21070/ups.10230Keywords:
Brand Awareness, Influencer Marketing, Perceived ValueAbstract
This study aims to examine the influence of Brand Awareness, Influencer Marketing, and Perceived Value on the Purchase Decision of Kahf Skincare Products on TikTok Shop. The study uses a quantitative method. The sampling method employed is non-probability sampling with a total of 100 respondents. The population in this study is Gen Z in Sidoarjo. Data collection techniques use primary data obtained from questionnaires distributed via Google Forms. Secondary data is obtained from books, journals, articles, etc. The data analysis technique uses Partial Least Squares (PLS) version 4.0. The results of this study indicate that (1) Brand Awareness has a positive and significant effect on purchase decisions. (2) Influencer Marketing has a positive but not significant effect on purchase decisions. (3) Perceived Value has a positive and significant effect on purchase decisions.
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