FACTORS THAT PLAY A ROLE IN INCREASING CONSUMERS' PURCHASE INTENTION OF SAMBAL PRODUCTS THROUGH TIKTOK LIVE STREAMS

Abstract

This study aims to identify the factors that positively and significantly influence consumer purchase intentions for sambal products through TikTok live streams, the variables used are purchase intention, social media marketing, brand image, brand trust and brand awareness. Sampling was done by purposive sampling technique to 250 respondents. The criteria for respondents in this study were TikTok application users who are in the DKI Jakarta area, at least 17 years old, have seen Eat Sambel content on TikTok, intend to buy Eat Sambel on TikTok and ever followed Eat Sambel's TikTok live stream. Data is processed using software such as SPSS and SEM AMOS. The research findings show that social media marketing has a positive and significant effect on brand image, social media marketing has a positive and significant effect on brand trust, social media marketing has a positive and significant effect on brand awareness, brand image has a positive and significant effect on purchase intention , brand trust has a positive and significant effect on purchase intention and brand awareness has a positive and significant effect on purchase intention.