JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Vol 6 No 2 (2022): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)

Pengaruh Content Marketing Of Tiktok Dan E-Wom Terhadap Brand Awareness Dan Minat Beli Produk Umkm Sektor Kuliner Di Kabupaten Pasuruan

Miftahul Huda (Universitas Yudharta Pasuruan)

Article Info

Publish Date
12 Dec 2022

Abstract

The purpose of this study was to determine and measure the effect of content marketing of TikTok and E-WOM on brand awareness and purchase intention in UMKM products in the culinary sector in Pasuruan Regency. This study is a quantitative study with a sample of 115 respondents using a purposive sampling technique with an analytical tool, namely SPSS version 26. The results showed that Content Marketing of TikTok had a significant effect on Brand Awareness, E-WOM had a significant effect on Brand Awareness, Content Marketing of TikTok had a significant effect on Purchase Intention, E-WOM had a significant effect on Purchase Intention and Brand Awareness had a significant effect on Purchase Intention. Content Marketing TikTok through Brand Awareness has a significant effect on Purchase Intention and E-WOM through Brand Awareness has a significant effect on Purchase Intention

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Journal Info
JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Website

Abbrev

jpek

Publisher

Universitas Hamzanwadi

Subject

Economics, Econometrics & Finance Education

Description

Jurnal Pendidikan Ekonomi dan Kewirausahaan (jpek) terbit dua kali setahun pada bulan juni dan desember. Memuat artikel, riset maupun pemikiran-pemikiran kritis tentang pendidikan ekonomi, ekonomi, dan kewirausahaan yang relevan bagi pengembangan profesi dan praktek ilmu ekonomi. ...