Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH BRAND AWARENESS DAN CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK GLAD2GLOW DENGAN CUSTOMER EXPERIENCE SEBAGAI VARIABEL MEDIASI (STUDI PENGGUNA TIKTOK DI KOTA BANDUNG)

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  • Fitra Shandya Natarina,
  • Heppy Agustiana Vidyastuti
Fitra Shandya Natarina
Universitas Ekuitas Indonesia
Heppy Agustiana Vidyastuti
Universitas Ekuitas Indonesia
DOI: https://doi.org/10.2238/fn3h7j81

Published 2026-07-20

Keywords

  • Brand Awareness,
  • Content Marketing,
  • Customer Experience,
  • Purchase Intention,
  • PLS-SEM

How to Cite

PENGARUH BRAND AWARENESS DAN CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK GLAD2GLOW DENGAN CUSTOMER EXPERIENCE SEBAGAI VARIABEL MEDIASI (STUDI PENGGUNA TIKTOK DI KOTA BANDUNG). (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/fn3h7j81

Abstract

This study aims to analyze the influence of Brand Awareness and Content Marketing on the Purchase Intention of Glad2Glow products, with Customer Experience serving as a mediating variable among TikTok users in Bandung City. This research employed a quantitative method using descriptive and verificative approaches. Data were collected through questionnaires distributed to 100 Konsuments selected using a purposive sampling technique. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results indicate that Brand Awareness and Content Marketing have a positive and significant effect on both Customer Experience and Purchase Intention. Furthermore, Customer Experience also has a positive and significant effect on Purchase Intention. The indirect effect analysis demonstrates that Customer Experience successfully mediates the relationship between Brand Awareness and Content Marketing and Purchase Intention. These findings suggest that improving Brand Awareness and delivering high-quality marketing content, supported by positive customer experiences, can significantly enhance consumers' purchase intention toward Glad2Glow products. Therefore, companies are encouraged to strengthen their digital marketing strategies by creating engaging content and delivering superior customer experiences to increase consumers' purchase intention.
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