Enrichment : Journal of Management

Brand awareness as a mediator between influencer marketing and purchase decisions on tiktok

Aldi Tri Saputra — 2026-10-14

This research is motivated by the increasingly widespread utilization of influencer marketing, including product reviews, styling videos, and personal endorsements, in marketing fashion products belonging to East Jakarta MSMEs on TikTok. This study examines the effect of influencer marketing on brand awareness and purchase decisions toward East Jakarta fashion MSME products on TikTok, with brand awareness examined as a mediating variable. Using a quantitative explanatory approach, data were collected from 300 TikTok users in Indonesia who had previously encountered influencer promotions of East Jakarta fashion MSME products, selected through purposive sampling, and analyzed using SEM-PLS via SmartPLS. Results show that influencer marketing has a positive and significant effect on brand awareness (R-Square = 0.413) and, together with brand awareness, on purchase decisions (R-Square = 0.596). Brand awareness also significantly mediates the relationship between influencer marketing and purchase decisions, with an indirect effect of 0.250 (Sobel z = 7.09, p < .001, 95% CI [0.181, 0.319]), indicating partial mediation. The study is limited by its cross-sectional design and purposive sampling technique

The influence of artificial intelligence based content on consumer purchase decisions on e-commerce platforms

Rizky Abu Hurairah — 2026-10-21

This research was conducted due to the increasing use of artificial intelligence (AI) based content on e-commerce platforms and its potential to influence consumer perceptions and purchasing decisions, particularly on TikTok Shop. The research examines whether AI based content affects consumer purchasing decisions. A quantitative approach and purposive sampling technique were employed to process data collected from 100 respondents aged 18–40 who had viewed AI generated content on TikTok and had either purchased or considered purchasing products via TikTok Shop, then data was analyzed using PLS-SEM. The results show that AI based content has a positive effect on consumer purchasing decisions, with an Original Sample value of 0.816, a T-Statistic of 16.958, and a P-Value of < 0.000

The effect of user-generated content on purchase intention for skincare products on social media

Herfan Herfan — 2026-10-21

This research is motivated by the widespread use of User-Generated Content (UGC), such as reviews, tutorials, and user testimonials, in skincare marketing on TikTok. However, prior studies have rarely examined how UGC relates to purchase intention through the Information Adoption Model (IAM), leaving a gap in the literature. This study examines the effect of UGC on purchase intention of skincare products among TikTok users in Indonesia. Using a quantitative explanatory approach, data were collected from 200 TikTok users through purposive sampling and analyzed with SEM-PLS via SmartPLS 4. Results show that UGC has a positive and significant effect on purchase intention (β = 0.515, t = 8.533, p < 0.001). However, with an R-Square value of 0.265, it explains only 26.5% of the variance, indicating other factors beyond this model. The study is limited by its cross-sectional design and purposive sampling technique.

Content marketing and brand awareness as predictors of local streetwear purchase decisions on social media

Hegel Wahyudi — 2026-10-21

Local fashion labels now lean heavily on social platforms to stay visible, yet little quantitative work has looked at how two of these levers, content and brand recognition, jointly move someone toward actually buying from a local streetwear label. Working from a cross-sectional, quantitative design, this paper examined whether content marketing and brand awareness were associated with purchase decisions among buyers of Thanksinsomnia, a Jakarta-based streetwear brand. Two hundred Instagram and TikTok followers already familiar with the label took part, chosen through purposive sampling, with responses processed in SmartPLS 4 using partial least squares structural equation modeling. Both predictors showed a positive, statistically significant association with purchase decisions, content marketing (β = 0.261, t = 3.362, p = .001) and brand awareness (β = 0.259, t = 3.367, p = .001), though each carried only a small effect (f² = 0.057 and 0.058). Jointly, the two variables accounted for a modest 21.3% of the spread in purchase decisions (R² = 0.213), leaving most of the explanation to factors sitting outside this model. Put simply, buyers who encountered steadier, clearer content and recognized the brand more readily leaned somewhat more toward purchasing, though neither factor alone carries much weight. Results carry the usual caveats of a cross-sectional, non-probability design