Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 10 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

THE INFLUENCE OF INFORMATION USEFULNESS AND INFORMATION ADOPTION IN SOMBONG PRODUCT CONTENT CLIPPING ON TIKTOKSHOP ON BRAND AWARENESS WITH CUSTOMER ENGAGEMENT AS A MEDIATING VARIABLE

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  • Mukhamad Fahmi Assydiqi,
  • Ika Diyah Candra Arifah
Mukhamad Fahmi Assydiqi
Universitas Negeri Surabaya
Ika Diyah Candra Arifah
Universitas Negeri Surabaya

Published 2026-09-07

Keywords

  • Information Usefulness,
  • Information Adoption,
  • Content Clipping,
  • Customer Engagement,
  • Brand Awareness

How to Cite

THE INFLUENCE OF INFORMATION USEFULNESS AND INFORMATION ADOPTION IN SOMBONG PRODUCT CONTENT CLIPPING ON TIKTOKSHOP ON BRAND AWARENESS WITH CUSTOMER ENGAGEMENT AS A MEDIATING VARIABLE. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(10). https://journal.cib.institute/index.php/musytari/article/view/3921

Abstract

Content clipping on TikTokShop has emerged as a form of marketing information distribution that enables consumers to access product information in a concise and easily consumable format. However, exposure to content does not necessarily translate directly into brand awareness, making it important to understand how information quality and consumer engagement contribute to this process. This study aims to examine the effects of Information Usefulness and Information Adoption on Brand Awareness and to investigate the mediating role of Customer Engagement in the context of Sombong product content clipping on TikTokShop. This study employed a quantitative explanatory approach involving 100 respondents selected through purposive sampling. Data were collected using a questionnaire and analyzed using multiple linear regression and the Sobel Test. The results indicate that Information Usefulness and Information Adoption have positive and significant effects on both Brand Awareness and Customer Engagement. Customer Engagement also has a positive and significant effect on Brand Awareness. Furthermore, Customer Engagement significantly mediates the effects of Information Usefulness and Information Adoption on Brand Awareness. These findings indicate that the effectiveness of content clipping in building brand awareness is determined not only by the usefulness and adoption of information but also by the ability of content to encourage consumer engagement. This study contributes to a better understanding of the mechanism through which brand awareness is developed through content clipping within the social commerce ecosystem.
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