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Oct 13, 2025 by windailys.com 71 views

Effect of Social Media Marketing and Brand Awareness on the Purchasing Decision of Skincare Scarlett Whitening Products on Tiktok Social Media in Medan City

Introduction

In today's digital age, social media has become an essential tool for businesses to reach their target audience and increase brand awareness. Among the various social media platforms, Tiktok has emerged as a popular platform for young people to interact with brands and products. Skincare Scarlett Whitening products have been one of the most popular products on Tiktok, with many consumers sharing their experiences and reviews of the products. However, the question remains: what is the effect of social media marketing and brand awareness on the purchasing decision of Skincare Scarlett Whitening products on Tiktok social media in Medan City?

Background of the Study

Social media marketing has become a crucial aspect of marketing strategies for businesses. With the rise of social media platforms such as Tiktok, businesses can now interact with their target audience in a more creative and engaging way. Tiktok, in particular, has become a popular platform for businesses to showcase their products and services. The platform's short-form video format allows businesses to create engaging and informative content that can reach a large audience.

Skincare Scarlett Whitening products have been one of the most popular products on Tiktok, with many consumers sharing their experiences and reviews of the products. However, the question remains: what is the effect of social media marketing and brand awareness on the purchasing decision of Skincare Scarlett Whitening products on Tiktok social media in Medan City?

Methodology

This study aims to analyze the influence of social media marketing and brand awareness on the decision to purchase Skincare Scarlett Whitening products on Tiktok social media in Medan. A sampling was carried out on 85 respondents who are consumers of Scarlett Whitening products in Medan. The research method used is quantitative with a case study approach, where data is collected through questionnaires and documentation studies. The selection of samples was carried out by purposive sampling technique.

To analyze data, descriptive statistical analysis and multiple linear regression are used. The data used includes primary and secondary data, and statements are measured using a Likert scale. Data processing is carried out statistically using the SPSS 25 program, with the coefficient of determination (R²), the F test, and the t test.

Results

The results showed that simultaneously, social media marketing and brand awareness had a positive and significant effect on the purchasing decision of Skincare Scarlett Whitening products in Tiktok, Medan. Partially, the social media marketing variable has a positive and significant influence, while the brand awareness variable has a positive but not significant influence on the purchasing decision of Skincare Scarlett Whitening products.

The Adjusted R Square value of 0.289 shows that 28.9% of the dependent variable can be explained by social media marketing and brand awareness, while the remaining 71.1% is influenced by other variables that are not examined in this study.

Analysis and Explanation

In the current marketing context, social media marketing has become one of the very effective strategies, especially among young people who are active on platforms such as Tiktok. Tiktok as a social media platform allows brands to interact with consumers through creative and attractive content. Through this strategy, Scarlett Whitening is able to build a strong brand image and increase brand awareness among its target audience.

This can be seen from the positive response given by consumers related to advertisements and promotions they see in Tiktok. Brand awareness also plays an important role in purchasing decisions. People who already know and understand the advantages of a product tend to be easier to make purchases.

However, the results showed that although brand awareness had a positive effect, the impact was not significant. This can be interpreted that consumers in the city of Medan are more influenced by marketing methods carried out on social media rather than just knowing the brand.

Conclusion

Thus, companies such as Scarlett Whitening need to focus more on innovations in their marketing campaigns to create content that is not only interesting but also informative. Utilizing relevant influencers in Tiktok can also increase the effectiveness of the campaign, so that more consumers are affected to make purchases.

Overall, this research provides valuable insights for companies in formulating more effective marketing strategies, especially on social media platforms that are growing rapidly like Tiktok. It also confirms the importance of understanding consumer behavior in a very competitive digital era.

Recommendations

Based on the findings of this study, the following recommendations are made:

Increase social media marketing efforts: Companies such as Scarlett Whitening should increase their social media marketing efforts to create engaging and informative content that can reach a large audience.
Utilize relevant influencers: Companies should utilize relevant influencers in Tiktok to increase the effectiveness of their marketing campaigns.
Focus on innovations: Companies should focus on innovations in their marketing campaigns to create content that is not only interesting but also informative.
Understand consumer behavior: Companies should understand consumer behavior in a very competitive digital era to formulate more effective marketing strategies.

Limitations of the Study

This study has several limitations. Firstly, the study only focused on Skincare Scarlett Whitening products on Tiktok social media in Medan City. Secondly, the study only used a quantitative approach, which may not provide a comprehensive understanding of the phenomenon. Finally, the study only examined the effect of social media marketing and brand awareness on the purchasing decision of Skincare Scarlett Whitening products, and did not examine other variables that may influence the purchasing decision.

Future Research Directions

Future research should examine the effect of social media marketing and brand awareness on the purchasing decision of other products on Tiktok social media. Additionally, future research should examine the effect of other variables such as consumer behavior, product features, and pricing on the purchasing decision of Skincare Scarlett Whitening products.

Conclusion

In conclusion, this study provides valuable insights for companies in formulating more effective marketing strategies, especially on social media platforms that are growing rapidly like Tiktok. It also confirms the importance of understanding consumer behavior in a very competitive digital era.
Frequently Asked Questions (FAQs) about the Effect of Social Media Marketing and Brand Awareness on the Purchasing Decision of Skincare Scarlett Whitening Products on Tiktok Social Media in Medan City

Q: What is the main objective of this study? A: The main objective of this study is to analyze the influence of social media marketing and brand awareness on the decision to purchase Skincare Scarlett Whitening products on Tiktok social media in Medan City.

Q: What is the research methodology used in this study? A: The research methodology used in this study is quantitative with a case study approach, where data is collected through questionnaires and documentation studies. The selection of samples was carried out by purposive sampling technique.

Q: What is the sample size of this study? A: The sample size of this study is 85 respondents who are consumers of Scarlett Whitening products in Medan.

Q: What is the data analysis technique used in this study? A: The data analysis technique used in this study is descriptive statistical analysis and multiple linear regression.

Q: What is the finding of this study regarding the effect of social media marketing on the purchasing decision of Skincare Scarlett Whitening products? A: The finding of this study shows that social media marketing has a positive and significant influence on the purchasing decision of Skincare Scarlett Whitening products.

Q: What is the finding of this study regarding the effect of brand awareness on the purchasing decision of Skincare Scarlett Whitening products? A: The finding of this study shows that brand awareness has a positive but not significant influence on the purchasing decision of Skincare Scarlett Whitening products.

Q: What is the implication of this study for companies like Scarlett Whitening? A: The implication of this study for companies like Scarlett Whitening is that they should focus more on innovations in their marketing campaigns to create content that is not only interesting but also informative. Utilizing relevant influencers in Tiktok can also increase the effectiveness of the campaign, so that more consumers are affected to make purchases.

Q: What is the limitation of this study? A: The limitation of this study is that it only focused on Skincare Scarlett Whitening products on Tiktok social media in Medan City. Additionally, the study only used a quantitative approach, which may not provide a comprehensive understanding of the phenomenon.

Q: What is the future research direction of this study? A: The future research direction of this study is to examine the effect of social media marketing and brand awareness on the purchasing decision of other products on Tiktok social media. Additionally, future research should examine the effect of other variables such as consumer behavior, product features, and pricing on the purchasing decision of Skincare Scarlett Whitening products.

Q: What is the contribution of this study to the existing literature? A: The contribution of this study to the existing literature is that it provides valuable insights for companies in formulating more effective marketing strategies, especially on social media platforms that are growing rapidly like Tiktok. It also confirms the importance of understanding consumer behavior in a very competitive digital era.

Q: What is the practical implication of this study for marketers and business owners? A: The practical implication of this study for marketers and business owners is that they should focus on creating engaging and informative content that can reach a large audience. They should also utilize relevant influencers in social media to increase the effectiveness of their marketing campaigns.

Q: What is the theoretical implication of this study for marketing theory? A: The theoretical implication of this study for marketing theory is that it confirms the importance of understanding consumer behavior in a very competitive digital era. It also highlights the need for marketers to focus on creating engaging and informative content that can reach a large audience.

Q: What is the future of social media marketing in the context of Skincare Scarlett Whitening products? A: The future of social media marketing in the context of Skincare Scarlett Whitening products is that it will continue to play a crucial role in reaching and engaging with the target audience. Marketers and business owners should continue to focus on creating engaging and informative content that can reach a large audience, and utilizing relevant influencers in social media to increase the effectiveness of their marketing campaigns.