EXAMINING THE EFFECTS OF CUSTOMER ENGAGEMENT AND BRAND AWARENESS ON PURCHASE DECISIONS FOR WARDAH PRODUCTS AMONG TIKTOK SHOP USERS IN TANGERANG CITY
DOI:
https://doi.org/10.15575/jb.v5i2.58748Keywords:
Customer Engagement, Brand Awareness, Purchase Decision, TikTok Shop, Wardah.Abstract
This study aims to examine the influence of Customer Engagement and Brand Awareness on purchasing decisions for Wardah products among TikTok Shop users in Tangerang City. A quantitative research approach was employed using primary data collected through questionnaires and secondary data obtained from relevant literature and supporting sources. The study involved 280 respondents who were TikTok Shop users in Tangerang City and had purchased Wardah products through the platform. The results showed that Customer Engagement and Brand Awareness have a positive and significant effect on Purchase Decisions. Partially, Customer Engagement significantly influenced Purchase Decisions with a contribution of 18.71%. Brand Awareness also had a significant effect on Purchase Decisions with a contribution of 55.25%. Simultaneously, both variables had a significant effect on Purchase Decisions, with an R² value of 0.739, indicating that 73.9% of the variance in Purchase Decisions is explained by Customer Engagement and Brand Awareness, while the remaining 26.1% is explained by other factors outside the scope of this study.
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