Jurnal Inovasi Bisnis (Inovbiz)
Vol 12, No 1 (2024)

The Influence of TikTok Live Streaming and EXO Brand Ambassador on Brand Awareness and Its Impact on Purchase Interest of Scarlett Generation Z Skincare in Semarang.

Picantia Bunga Sintaningrum (Faculty of Economics and Business, Dian Nuswantoro University)
Rudi Kurniawan (Faculty of Economics and Business, Dian Nuswantoro University)

Article Info

Publish Date
26 Jun 2024

Abstract

The increasing market for the cosmetics industry brings hope for the development of the skincare industry Indonesia, one of which is Scarlett. This type of research uses descriptive research with a quantitative approach. The purpose of this research is to determine the influence of Live Streaming and Brand Ambassadors on Brand Awareness and its impact on Generation Z Scarlett Skincare Purchase Interest in Semarang City. The data analysis technique used is IBM SPSS AMOS 24 Graphics software. The results of this research show that Live Streaming has a significant effect on Brand Awareness, Brand Ambassador has a significant effect on Brand Awareness, Live Streaming has no significant effect on Purchase Interest, Brand Ambassador has no significant effect on Purchase Interest, and Brand Awareness has a significant effect on Purchase Interest.

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Journal Info
Jurnal Inovasi Bisnis (Inovbiz)
Website

Abbrev

IBP

Publisher

Politeknik Negeri Bengkalis

Subject

Economics, Econometrics & Finance

Description

Jurnal Inovasi Bisnis (Inovbiz) focuses on how we gain knowledge through innovation and how knowledge encourages the innovation both in economics and business. It is provided for writer, researcher, professor, and practitioner who want to publish their research reports or articles, theoritical or ...