PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP NIAT BELI HIJABERIES DENGAN KESADARAN MEREK SEBAGAI VARIABEL MEDIASI : Survei pada Pengikut TikTok @hijaberies

    Natasya Amelia, - and Vanessa Gaffar, - and Arief Budiman, - (2025) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP NIAT BELI HIJABERIES DENGAN KESADARAN MEREK SEBAGAI VARIABEL MEDIASI : Survei pada Pengikut TikTok @hijaberies. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth terhadap niat beli konsumen dengan kesadaran merek sebagai variabel mediasi pada Hijaberies di TikTok Shop. Di era digital saat ini, media sosial menjadi salah satu alat penting bagi perusahaan dalam membangun kesadaran merek dan mempengaruhi niat beli konsumen. TikTok Shop merupakan salah satu platform yang semakin populer untuk menjangkau audiens yang lebih luas. Salah satu merek hijab yang menggunakan platform ini adalah Hijaberies, namun tingkat niat beli konsumen terhadap merek ini masih rendah dan menunjukkan perlunya strategi komunikasi yang lebih efektif dalam meningkatkan kesadaran merek dan minat beli. Penelitian ini menggunakan pendekatan kuantitatif. Data primer dikumpulkan melalui kuesioner dengan skala Likert 1-5 kepada 400 responden dengan teknik simple random sampling. Terdapat uji validitas, uji reliabilitas, analisis deskriptif, analisis SEM-PLS yang menggunakan software SmartPLS, dan uji hipotesis t. Hasilnya, melalui uji pada path coefficient dan specific indirect effect menunjukkan bahwa ada pengaruh dari electronic word of mouth terhadap niat beli Hijaberies melalui kesadaran merek. Hasil penelitian ini diharapkan dapat memberikan wawasan mengenai peran electronic word of mouth dalam meningkatkan niat beli melalui kesadaran merek, serta memberikan rekomendasi bagi Hijaberies dalam mengembangkan strategi pemasaran digital yang lebih efektif di TikTok Shop. This study aims to analyze the effect of electronic word of mouth on consumer purchase intention with brand awareness as a mediating variable in the case of Hijaberies on TikTok Shop. In today’s digital era, social media has become one of the most important tools for companies to build brand awareness and influence consumer purchase intention. TikTok Shop is one of the increasingly popular platforms to reach a wider audience. One of the hijab brands using this platform is Hijaberies; however, the level of consumer purchase intention toward this brand remains low, indicating the need for more effective communication strategies to improve brand awareness and purchase interest. This research adopts a quantitative approach. Primary data were collected through questionnaires using a 1–5 Likert scale distributed to 400 respondents with a simple random sampling technique. The analysis includes validity testing, reliability testing, descriptive analysis, SEM-PLS using SmartPLS software, and t-hypothesis testing. The results, based on path coefficient and specific indirect effect tests, indicate that electronic word of mouth has an effect on purchase intention toward Hijaberies through brand awareness. This study is expected to provide insights into the role of electronic word of mouth in enhancing purchase intention through brand awareness, as well as recommendations for Hijaberies to develop more effective digital marketing strategies on TikTok Shop.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=6un0veYAAAAJ ID SINTA dosen pembimbing: Vanessa Gaffar: 5993246 Arief Budiman: 5992927
    Uncontrolled Keywords: electronic word of mouth, kesadaran merek, niat beli electronic word of mouth, brand awareness, purchase intention
    Subjects: H Social Sciences > HF Commerce
    H Social Sciences > HM Sociology
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Natasya Amelia
    Date Deposited: 09 Oct 2025 08:53
    Last Modified: 09 Oct 2025 08:53
    URI: http://repository.upi.edu/id/eprint/139135

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