From scroll to sip: how TikTok social media marketing and brand image shape young consumers’ purchase intention through brand attitude and brand trust

This study examines TikTok social media marketing, brand image and purchase intention for Kopi Kenangan through parallel brand-attitude and brand-trust pathways. A purposive survey of 321 TikTok users was analysed using PLS-SEM. Reported relationships and specific indirect estimates are positive; the model explains 41.9% of purchase-intention variance. Indirect estimates through attitude are numerically larger, without a formal difference test. The findings suggest attention to favourable brand evaluations alongside content visibility. Interpretation remains provisional because path classification requires clarification, while the cross-sectional, single-brand design limits causal inference and generalisation.