Pengaruh User Generated Content dan Brand Awareness Terhadap Keputusan Pembelian produk Jims Honey pada Pengguna Aplikasi Tiktok

Abstract

Marketing strategies through social media platforms such as Tiktok are becoming increasingly important in building relationships between brands and consumers, particularly through content created by users (User Generated Content ) and the enhancement of Brand Awareness. Both aspects are believed to influence consumers purchase decisions toward a product. This study aims to determine the influence of User Generated Content and Brand Awareness on the Purchase Decisions of Jims Honey products among Tiktok users. This research is a quatitative associative study. The population in this study consisted of active Tiktok users, with a total sample of 108 respondents selected using purposive sampling. The data analysis technique used in this study is multiple linear regression analysis. The result shows that, simultaneously, User Generated Content and Brand Awareness have a positive and significant influence on the purchase decision of Jims Honey products among Tiktok users. Partially, the results also indicated that both User Generated Content and Brand Awareness individually have a positive and significant effect on the purchase decision of Jims Honey products among Tiktok users.