Pengaruh Social Media Marketing dan Brand Awareness terhadap Keputusan Pembelian Hijab Pashmina Merek Sattka di Tiktok Shop

This study aims to analyze the influence of Social Media Marketing and Brand Awareness on the Purchase Decision of Sattka brand pashmina hijabs on TikTok Shop. The study is motivated by the growing role of social media as a digital marketing platform that can enhance Brand Awareness and encourage consumer purchasing decisions. This research employed a quantitative method with a survey approach. Data were collected through questionnaires distributed to 40 consumers of Sattka pashmina hijabs on TikTok Shop residing in West Jakarta. The data were analyzed using validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, partial testing (t-test), simultaneous testing (F-test), and coefficient of determination analysis with IBM SPSS Statistics 27. The results indicate that Social Media Marketing has a positive and significant effect on Purchase Decisions, with a t-value of 2.822 and a significance level of 0.008. Brand Awareness also has a positive and significant effect on Purchase Decisions, with a t-value of 2.351 and a significance level of 0.024. Simultaneously, Social Media Marketing and Brand Awareness significantly influence Purchase Decisions, as indicated by an F-value of 90.514 and a significance level of less than 0.001. The coefficient of determination (R²) of 0.830 shows that both independent variables explain 83% of the variation in Purchase Decisions, while the remaining 17% is influenced by other factors outside the scope of this study. Therefore, Social Media Marketing and Brand Awareness are important factors in increasing consumers' purchase decisions for Sattka pashmina hijabs on TikTok Shop.