PENGARUH PEMASARAN DIGITAL DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION PADA TIKTOK

This study aims to analyze the influence of Digital Marketing and Brand Awareness on Purchase Intention among TikTok users in Tuban Regency, both partially and simultaneously. A quantitative approach was employed through a survey of 100 active TikTok users aged 17–35 years, selected using a non-probability sampling technique. The research instrument was a questionnaire, which was tested for validity and reliability before the data were analyzed using classical assumption tests and multiple linear regression with IBM SPSS Statistics. The findings demonstrate that Digital Marketing has a positive and significant partial effect on Purchase Intention (t = 4.475; Sig. < 0.001). Similarly, Brand Awareness has a positive and significant partial effect on Purchase Intention (t = 6.135; Sig. < 0.001), with a more dominant contribution than Digital Marketing. Furthermore, both variables simultaneously have a significant effect on Purchase Intention (F = 95.496; Sig. < 0.001), explaining 65.6% of the variation in Purchase Intention (Adjusted R Square = 0.656). These findings may serve as a reference for business practitioners in developing more effective and optimal digital marketing strategies on the TikTok platform