The Influence of @Sia Mitha House's TikTok Marketing Content on Gen Z Consumers' Brand Awareness, Brand Image, and Purchasing Decisions

Winda Murti Andini; Setya Indah Isnawati

doi:10.55927/ijis.v5i3.17

Authors

Winda Murti Andini Universitas Ngudi Waluyo
Setya Indah Isnawati Universitas Ngudi Waluyo

DOI:

https://doi.org/10.55927/ijis.v5i3.17

Keywords:

Content Marketing, Brand Image, Purchase Decision, Tiktok, Gen Z

Abstract

This study aims to analyze the influence of Content Marketing (X1) on Brand Awareness (Z1) and Brand Image (Z2), and its impact on Purchase Decision (Y) among Generation Z consumers of the TikTok account @SiaMithaHouse. The research employed a quantitative approach using a survey method by distributing questionnaires to Gen Z respondents familiar with the account. The data were analyzed using validity tests, reliability tests, classical assumption tests, and linear regression analysis to examine the relationships among variables. The results show that Content Marketing (X1) has a positive and significant effect on Brand Awareness (Z1) and Brand Image (Z2).

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