The Influence of TikTok Shop and Brand Awareness on the Purchase Intentions of Mybellin Blush-On
DOI:
https://doi.org/10.24256/kharaj.v8i2.10093Keywords:
Banten, BUMDes, Governance, Social Capital, SustainabilityAbstract
This study aims to determine and analyze the influence of TikTok Shop and Brand Awareness on the Purchase Intention of Maybelline blush-on products among students of the Faculty of Economics and Business at PGRI Adi Buana University Surabaya. The rapid development of social media, especially TikTok, has changed marketing strategies and consumer behavior through the concept of social commerce which integrates entertainment, interaction, and transactions within a single digital platform. This research used a quantitative approach with a survey method by distributing questionnaires to 90 female students of the Faculty of Economics and Business at PGRI Adi Buana University Surabaya who actively use TikTok and have seen or interacted with Maybelline blush-on products through TikTok Shop. The sampling technique used was non-probability sampling with an accidental sampling method. Data analysis was conducted using multiple linear regression analysis with SPSS, including validity tests, reliability tests, classical assumption tests, t-tests, and F-tests. The results of this study indicate that TikTok Shop has a positive and significant effect on purchase intention, Brand Awareness has a positive and significant effect on purchase intention, and TikTok Shop and Brand Awareness simultaneously have a significant effect on purchase intention of Maybelline blush-on products among students of the Faculty of Economics and Business at PGRI Adi Buana University Surabaya
References
Afriliani, A., Komara, M. A., & Kurniawan, I. (2023). Analysis Of Factors Influencing Tiktokshop Features Receiving Tiktok Application Technology Acceptance Model Method. Jurnal Informatika Teknologi Dan Sains (JINTEKS), 15(4), 612–617. https://doi.org/https://doi.org/10.51401/jinteks.v5i4.3286
Anjelita, A., & Salim, M. (2025). Influence Of Brand Awareness, Brand Association, Perceived Quality, And Brand Loyalty Of Tiktok Shop | Tokopedia On Purchase Decision. Utsaha: Journal of Entrepreneurship, 4(1). https://doi.org/https://doi.org/10.56943/joe.v4i1.714
Danang, S. (2019). Dasar-dasar Manajemen Pemasaran (Konsep, Strategi dan Kasus). PT. Buku Seru.
Dewi, A. C., & Novitasarik, P. (2023). Enhancing of Purchase Intention: The Role of Social Media Influencer and Brand Awareness. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 12(2), 16–25. https://doi.org/https://doi.org/10.47942/iab.v12i2.1468
Ferdinand, A. (2015). Metode penelitian manajemen: Pedoman penelitian untuk skripsi, tesis, dan disertasi ilmu manajemen. . Badan Penerbit Universitas Diponegoro.
Fernanda, A. A., Suhud, U., & Kusumaningtyas, D. P. (2025). Studi Tentang Brand Awareness pada Bodycare Halal di Social Commerce dan Dampaknya terhadap Purchase Intention. Jurnal Rimba Riset Ilmu Manajemen Bisnis Dan Akuntansi, 3(2), 215–228.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang.
Hanafiah, H., Susanto, B., & Alamsyah. (2024). Factors That Influence Customer Buying Interest Case Study Of Shopee And Tiktok Shop Marketplace. International Journal of Economy, Education and Entrepreneurship, 4(3), 885–889. https://doi.org/https://doi.org/10.53067/ije3.v4i3.333
Izza, A. M., Ardiansyah, M. N., Barkah, F., & Romdonny, J. (2024). Synergistic Effects Of Content Marketing And Influencers Marketing On The Formation Of Brand Awareness And Purchase Interest Of Tiktok Shop Users (Cirebon City Case Study). International Journal of Social Service and Research, 4(5).
Jannah, H. N., Yulianto, M. R., & Sari, D. K. (2024). Peran Brand Ambassador, Brand Awareness Dan Customer Trust Terhadap Minat Beli Wardah. Jimfe (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 10(2). https://doi.org/https://doi.org/10.34203/jimfe.v10i2.10852
Jeaniefer, Sutrisno, J., Wijaya, S. D., & Novytasari, D. (2024). The Interplay of Content Marketing and Brand Awareness in Driving TikTok Shop Purchases. Journal of Business, Management, and Social Studies, 4(1), 43–53. https://doi.org/https://doi.org/10.53748/jbms.v4i1.88
Komariah, S., Mulqi, M. A., & Supendi. (2026). Pengaruh Brand Image Dan Brand Awareness Terhadap Minat Beli Tisu Di E-Commerce Tiktok Shop. Indonesian Journal Of Social Science And Education (Ijosse), 2(1), 627–637. https://doi.org/https://doi.org/10.62567/ijosse.v2i1.2106
Kotler, P., & Keller, K. L. (2018). Marketing Management. Pearson Pretice Hall.
Listiani, N., & Ismail, A. (2023). Pengaruh Promosi, Digital Marketing dan Brand Awareness Tiktok terhadap Purchase Intention Produk Kecantikan di Sampit. Jurnal Disrupsi Bisnis , 6(6), 569–575. https://doi.org/https://doi.org/10.32493/drb.v6i6.31480
Maghfiroh, N., & Abadi, M. D. (2025). Pengaruh Marketing TikTok Affiliate, Kualitas Viral Marketing Dan Harga Terhadap Minat Beli Konsumen TikTok Shop. Paradoks: Jurnal Ilmu Ekonomi, 8(2), 1409–1420. https://doi.org/https://doi.org/10.57178/paradoks.v8i2.1249
Norizan, J., Ali, S. A. M., & Ishak, M. F. (2023). The Factors Affecting Consumer Purchase Intention through Social Commerce – A Concept Paper. Information Management and Business Review, 15(4), 381–386. https://doi.org/https://doi.org/10.22610/imbr.v15i4(SI)I.3612
Nuraini, R., & Pratama, A. (2023). The role of brand awareness and social media marketing in influencing purchase intention. Jurnal Pemasaran Kontemporer, 5(2), 33–46.
Santoso, K. (2026). Pengaruh social media marketing dan brand awareness terhadap minat beli produk fesyen muslimah merek Hameeda di platform e-commerce Shopee dan Tokopedia. Jurnal Bisnis Mahasiswa, 6(1), 616–628. https://doi.org/https://doi.org/10.60036/jbm.1008
Saputra, I. G. B. K., & Wardana, I. M. (2023). The Role of Brand Awareness Mediating the Influence of Social Media Marketing on Purchase Intention. International Journal of Asian Business and Management, 2(4), 559–576. https://doi.org/https://doi.org/10.55927/ijabm.v2i4.5752
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Tjiptono, F. (2020). Strategi Pemasaran. Penerbit ANDI.
Wang, X., Aisihaer, N., & Aihemaiti, A. (2022). Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions. Front. Psychol. https://doi.org/https://doi.org/10.3389/fpsyg.2022.1021256
Zulkarnaen, Z., & Hermawan, A. (2025). Social Commerce 2.0: TikTok Shop dan Masa Depan Belanja Digital. Jurnal Rimba Riset Ilmu Manajemen Bisnis Dan Akuntansi, 3(2), 285–295. https://doi.org/https://doi.org/10.61132/rimba.v3i2.1791
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Ida Ilham Ramadhan, Suharyanto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. In line with the license, authors are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
