The Influence of Automotive Brand Awareness on Purchase Interest Through Social Media Usage of TikTok Case Analytics

This study examines the impact of TikTok usage on brand awareness and purchase interest in the automotive industry. Using a sample of 165 active TikTok users, the research finds a strong positive correlation between TikTok engagement and brand awareness (R<sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">2</sup> = 0.443) and a significant impact on purchase interest (R<sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">2</sup> = 0.614), with brand awareness acting as a mediator. These findings suggest TikTok is an effective marketing tool for increasing brand recognition and consumer interest. The study highlights the importance of incorporating TikTok into digital marketing strategies and encourages further research into long-term brand loyalty effects and optimal content strategies.