The Social Media Marketing Toward Purchase intention: the Mediating Role of Brand Image and Source Credibility in Indonesia

This study exploring impact of social media marketing on purchase intention on TikTok in Indonesia. The research, which uses quantitative techniques, emphasizes how social media marketing has a big impact on customer behavior. Additionally, the study emphasizes the pivotal role of brand image in enhancing the effectiveness of social media marketing in driving consumer purchase interest. The findings indicate that social media marketing is a powerful tool for strengthening brand image, which, in turn, boosts consumer buying interest. This research offers valuable insights for marketers and entrepreneurs, underscoring the importance of implementing effective social media marketing strategies to attract and engage consumers. Future studies are encouraged to examine other contributing factors across diverse demographic groups and geographical regions