The Influence of Tiktok Social Media Marketing on Repurchase Interest with Brand Image as A Mediation for N’Pure Products in Cimahi City
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8241Keywords:
Social Media Marketing, Repurchase Interest, Brand ImageAbstract
The rise of TikTok as a digital marketing platform provides opportunities for local skincare brands to engage Generation Z consumers. However, high social media engagement does not necessarily lead to repurchase intention. This study examines the effects of TikTok social media marketing on brand image and repurchase intention, the effect of brand image on repurchase intention, and the mediating role of brand image in the relationship between TikTok social media marketing and repurchase intention for N’PURE products in Cimahi City.This study employed a quantitative approach with a descriptive-verificative design. Data were collected through questionnaires from Generation Z consumers of N’PURE products in Cimahi City. The data were analyzed using simple regression to examine the effect of one independent variable on one dependent variable, multiple regression to assess the effects of multiple variables, and the Sobel test to determine whether brand image significantly mediates the relationship between TikTok social media marketing and repurchase intention. The findings indicate that TikTok social media marketing has a positive and significant effect on brand image and repurchase intention. Brand image also has a positive and significant effect on repurchase intention. Furthermore, brand image partially mediates the relationship between TikTok social media marketing and repurchase intention. These findings suggest that N’PURE can strengthen TikTok marketing strategies to build a positive brand image and encourage repeat purchases among Generation Z consumers.
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