PENGARUH BRAND AWARENESS DAN PRICE PROMOTION TERHADAP PURCHASE INTENTION PRODUK CUSHION WARDAH PADA PENGGUNA APLIKASI TIKTOK DI KOTA PADANG DENGAN IMPULSIVE BUYING SEBAGAI VARIABEL MODERASI

Shintia Aura Ramadani, Abror Abror

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness dan price promotion terhadap purchase intention produk cushion wardah pada pengguna aplikasi Tiktok di Kota Padang dengan impulsive buying sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 150 responden yang dipilih melalui teknik purposive sampling. Pengumpulan data dilakukan dengan penyebaran kuisioner menggunakan skala likert, kemudian dianalisis menggunakan metode StructuralEquationModeling-PartialLeast Squares (SEM-PLS) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa brand awareness dan price promotion berpengaruh positif dan signifikan terhadap purchase intention. Selain itu, impulsive buying mampu memoderasi pengaruh brand awareness terhadap purchase intention, namun belum mampu memoderasi pengaruh price promotion terhadap purchase intention. Hasil penelitian ini diharapkan dapat menjadi masukan bagi Wardah dalam menyusun strategi pemasaran yang mampu meningkatkan purchase intention konsumen melalui pemanfaatan media sosial TikTok.

Keywords


Brand awareness, Cushion Wardah, Impulsive Buying, Price Promotion, Purchase Intention, TikTok

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DOI: https://doi.org/10.17509/ijdb.v5i4.104059

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