Pengaruh Kesadaran Merek Terhadap Niat Pembelian Pada Pengguna Fitur Tiktok Shop Di Kalangan Mahasiswa Universitas Bengkulu

Advances in digital technology have transformed consumer behavior, particularly among younger generations, with social media now evolving into social commerce platforms such as TikTok Shop which integrates entertainment and shopping activities. This study aims to analyze the influence of brand awareness on purchase intention among Bengkulu University students who use TikTok Shop. This study employs a quantitative approach using a survey method, and the data is analyzed using statistical techniques to test the relationships among variables. Although previous studies have shown that brand awareness has a positive effect on purchase intention, there are discrepancies in the results, indicating a research gap that requires further investigation. The results of this study are expected to provide empirical evidence regarding the role of brand awareness in shaping purchase intention in the context of social commerce, particularly TikTok Shop, and to contribute to the development of digital marketing strategies.