Pengaruh Brand Awareness, Gratis Ongkos Kirim, dan Celebrity Endorsement terhadap Minat Beli pada Aplikasi Tiktok di Wilayah Bekasi

Cahyani, Allya Shafa (2025) Pengaruh Brand Awareness, Gratis Ongkos Kirim, dan Celebrity Endorsement terhadap Minat Beli pada Aplikasi Tiktok di Wilayah Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of brand awareness, free shipping, and celebrity endorsement on purchase intention on the TikTok application in the Bekasi area. This study uses a quantitative survey method through a questionnaire to 102 respondents who are active TikTok users. The sampling technique used in this study is a non-probability sampling method using purposive sampling. The data analysis technique used is multiple linear regression using SPSS version 27. The results of the partial test (t-test) show that the variables of brand awareness, free shipping, and celebrity endorsement each have a positive and significant effect on purchase intention, with a significance value of <0.05. The results of the simultaneous test (F-test) show that the three variables together have a significant effect on purchase intention. The R-square value of 0.467 indicates that 46.7% of the variation in purchase intention can be explained by brand awareness, free shipping, and celebrity endorsement. The remaining 53.3% is explained by other variables not studied, such as price, product quality, and brand image. All hypotheses in this study were accepted, both simultaneously and partially, meaning all independent variables (brand awareness, free shipping, and celebrity endorsement) significantly influenced purchase intention on TikTok in the Bekasi area. This finding is supported by questionnaire responses and research results. It is recommended that marketing effectiveness on TikTok be improved by increasing brand awareness, free shipping, and celebrity endorsement to increase consumer purchase intention on TikTok.

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