Pengaruh Kreativitas Konten TikTok, Intensitas Penggunaan, Dan Interaksi Konsumen Terhadap Keputusan Pembelian Melalui Brand Awareness (Studi pada Konsumen UMKM Keripik Tempe Swari di Sentra Industri Sanan Kota Malang)

Abstract

Abstract

The current research investigates how purchasing decisions regarding UMKM Keripik Tempe Swari in Malang's Sanan Industrial Center are influenced by TikTok's content creativity, usage frequency, and customer interaction, with brand awareness acting as a mediating variable. Applying an explanatory quantitative approach grounded in the Stimulus-Organism-Response (S-O-R) framework, this study gathered responses from 106 purposively selected consumers through digital surveys. The structural equation modeling analysis, executed via SmartPLS 4, reveals that brand awareness is significantly boosted by both creative content and usage frequency, although customer interaction fails to show a similar impact. Furthermore, direct positive effects on buying choices were found from content creativity, interactive engagement, and brand awareness. Conversely, how often the app is used does not directly dictate purchase choices. The mediation analysis demonstrates that brand awareness acts as a partial mediator for the creativity-purchase link and a full mediator for the usage intensity-purchase pathway, but it plays no mediating role in the relationship between customer engagement and buying decisions.

Keywords: Content Creativity, Usage Intensity, Customer Engagement, Brand Awareness, Purchasing Decision