Journal of Management and Administration Provision Vol.
Issue 3, 2025 Page 429-441 DOI: https://doi.
org/10.
55885/jmap.
The Influence of Brand Awareness on Purchase Intention Among TikTok Users in Padang: The Mediating Role of Influencer Endorsement and Influencer Credibility Deo Al Fajri1.
Whyosi Septrizola1 1Faculty of Economics and Business.
Universitas Negeri Padang.
Indonesia Email: alfajrideo@gmail.
Abstract.
The development of digital marketing through social media has encouraged many companies and businesses to utilize influencers as part of their brand communication strategy.
This research aims to examine the effect of brand awareness on purchase intention with influencer endorsement and influencer credibility as mediating variables.
The issue discussed is how brand awareness can shape consumer purchase intention directly or indirectly through influencer endorsement and influencer credibility.
This study employs a quantitative research design utilizing a structured survey approach, with a sample of 200 participants selected through purposive sampling.
The gathered data were analyzed using SmartPLS software.
The results indicate that brand awareness significantly impacts in-fluencer credibility, influencer endorsement, and purchase intention.
Additionally, both influencer endorsement and influencer credibility were shown to positively impact purchase intention.
Other results indicate that the indirect influence of brand awareness on purchase intention through influencer credibility and influ-encer endorsement is significant, confirming that influencers have a strategic role in building consumer trust and purchase intention.
This study concludes that enhancing brand awareness and engaging credible influencers through effective endorsement strategies are essential in fostering consumer purchase intention and guiding their purchasing decisions.
Keywords: Brand Awareness.
Influencer Endorsement.
Influencer Credibility.
Purchase Intention.
TikTok Received: July 24, 2025 Received in Revised: August 21.
Accepted: September 12, 2025
INTRODUCTION
The growth of internet usage in Indonesia has opened up huge opportunities for businesses to utilize various digital platforms as effective marketing tools.
As reported by We Are Social in January 2024.
Indonesia recorded approximately 139 million active social media users, accounting for 49.
9% of the national population.
This figure highlights the substantial role that social media plays in Indonesian society in various aspects, including information consumption and shopping activities.
Among digital marketing platforms.
TikTok has gained prominence due to its rapid growth and high potential.
According to Databoks in 2024, 46% of consumers who shop via social media choose TikTok as their primary platform.
Furthermore, according to GoodStats, in 2024 E-ISSN: 2776-1290.
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TikTok successfully recorded a Gross Merchandise Value (GMV) of US$6.
198 billion in Indonesia, making it the largest market in Southeast Asia for TikTok.
This shows the significant potential of TikTok in driving promotional activities and enhancing brand awareness.
According to Ameliawaty & Halilah .
, before purchasing a product, consumers often compare several product options based on their awareness of existing brands.
Therefore, building brand awareness is a crucial aspect in influencing con-sumers' purchasing intentions.
However, according to Utama et al.
, many businesses still struggle to build brand awareness due to a lack of understanding of the appropriate strategies.
The increasing number of TikTok users has encouraged more brands to collaborate with As noted by Salim & Putri .
although brand awareness has begun to form, it does not necessarily lead to an immediate increase in purchase intention.
Consumers often require additional sources of information and recommendations, such as endorsements from influ-encers perceived as trustworthy.
One of the main advantages of utilizing influencers is their ability to reach highly segmented and relevant audiences.
However, achieving successful influencer endorsements is not without challenges.
The abundance of influencer choices presents difficulties for brands in selecting the most suitable collaborators, a phenomenon referred to as choice overload, in which too many options complicate the decision-making process.
Moreover, growing consumer awareness of the paid nature of influencer marketing makes credibility even more essential.
Zak & Hasprova .
observed that many consumers now question influencer credibility, as many of them only promote products for payment.
According to Breves et al.
and Wang & Weng .
, the credibility of an influencer is primarily shaped by how the audience perceives their expertise, authenticity, and trustworthiness, rather than merely by the size of their follower base.
When an influencer demonstrates a high degree of trust and professional competence, their ability to affect consumersAo purchase intentions becomes significantly stronger.
Considering the aforementioned issues and developments, this study seeks to examine the effect of brand awareness on consumersAo purchase intention, with influencer endorsement and influencer credibility serving as mediating variables, particularly among TikTok users in Padang City.
The findings of this research are anticipated to offer both theoretical and practical insights, enriching the understanding of consumer behavior in the context of the digital era and offering strategic recommendations for brands to optimize their marketing efforts via social media platforms (Theodorakopoulos & Theodoropoulou, 2.
LITERATURE REVIEW
Purchase Intention Purchase intention refers to a consumer's tendency to acquire a specific product or service, which emerges through an evaluation process influenced by perceptions, attitudes, and external factors.
According to Bakti & Perkasa .
, purchase intention arises before the actual buying process as individuals consider whether a product or service is worth purchasing.
Research by Moslehpour et al.
, a consumer's purchase intention reflects both their happiness with a product or brand and their confidence in their decision to make a purchase.
Purchase intention regarded as a key predictor of actual buying behavior, indicating a higher likelihood of consumers proceeding with a purchase.
According to Hanjani & Widodo .
the indicators of Consumer Loyalty are as follows: .
Transactional.
Referential.
Preferential, and .
Explorative.
Brand Awareness Brand awareness indicates how well consumers can associate a brand with a particular category of products, either through recognition or recall of the brand in various conditions.
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According to Febriani & Dewi .
Brand awareness measures a brand's presence in the minds of the public, as it is imprinted in the public's mind, and is able to make the public identify various brand elements such as the brand name, logo, symbol, character, packaging, and slogan in various According to Wibowo & Farochi .
, the extent to which consumers can identify or recall a product brand is influenced by the effectiveness of brand communication and their individual perceptions of the brand being promoted.
According to Firmansyah .
, brand awareness can be measured through the following indicators: .
Recognition.
Recall.
Purchase, and .
Consumption.
Influencer Endorsement Influencer endorsement is a marketing strategy in which an influencer, who may be a public figure, celebrity, or individual with influence on social media, actively recommends or promotes a product or service to their audience.
According to Azizah .
, influencer endorsement is a form of promotion in which an influencer openly supports or recommends a product or brand.
Endorsements aim to increase consumer trust in a product by leveraging the credibility and influence of the party providing the recommendation.
According to Chen, et al.
, influencer endorsement can be evaluated using the following indicators: .
Power.
Visibility.
Attractiveness.
Credibility.
Influencer Credibilty An influencer is an individual whose opinions are highly regarded and capable of influencing the attitudes and behaviors of others.
According to Octaviani .
, credibility is a crucial attribute for influencers.
A credible influencer is perceived as trustworthy, and this perceived trustworthiness enables them to shape consumer perceptions by presenting information that is regarded as factual and reliable.
Consequently, influencer credibility holds significant power in shaping consumer decision-making processes.
According to Yuwono et al.
, influencer credibility refers to the perceived attitude of influencers who promote products or services in an honest, reliable manner, and consistent with the actual consumer experience.
Currently, recommendations from credible influencers have become one of the most important variables impacting customer decision-making.
According to Shimp .
, the indicators of influencer credibility are as follows: .
Trustworthiness.
Expertise.
Likability.
Respect, and .
Similarity Conceptual Framework The research is structured based on the following conceptual model:
Figure 1.
Conceptual Framework E-ISSN: 2776-1290.
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According the assigned concept model, this research formulates the following hypothesis:
Brand awareness has a positive effect on purchase intention.
Brand awareness has a positive effect on influencer endorsement.
Brand awareness has a positive effect on influencer .
Influencer endorsement has a positive effect on purchase intention.
Influencer credibility has a positive effect on purchase intention.
Influencer endorsement acts as a mediator in the effect of brand awareness on purchase intention.
Influencer credibility acts as a mediator in the effect of brand awareness on purchase intention METHODS This research research was designed using a quantitative approach.
As stated by Sugiyono .
, quantitative research involves the investigation of a defined sample using research instruments, followed by statistical or numerical analysis to describe phenomena and evaluate hypotheses that have been formulated in advance.
This study's target population comprises TikTok users residing in Padang City.
Consequently, a non-probability sampling method was employed, specifically utilizing a purposive sampling technique.
Data was collected through an online questionnaire aimed at TikTok users in Padang City who had seen endorsements by Purposive sampling was used to ensure the relevance of respondents to the research The criteria for inclusion in the sample are as follows: .
Residing in the city of Padang.
Being an active user of the TikTok application.
Aged 17-40 years old, and .
Having seen influencer endorsement content on TikTok.
To reduce sampling bias, the survey link was distributed via WhatsApp and TikTok, targeting individuals residing in Padang and using the TikTok.
To maintain the validity of the data, each participant was permitted to complete the questionnaire only once, and all responses were carefully reviewed to ensure completeness.
The online distribution of the questionnaire took place from June to July 2025, aiming to obtain a more even distribution of respondents.
This approach was intended to improve the representativeness of the data in relation to the TikTok user population in Padang City that aligns with the context of the study.
The measurement indicators used in this study were adapted from previous research conducted by Tamsir et al.
, with several minor adjustments made to ensure contextual relevance to the characteristics of TikTok users.
Data were collected through a structured questionnaire employing a 5-point Likert scale, ranging from 1 (Austrongly disagreeA.
to 5 (Austrongly agreeA.
, to assess respondentsAo perceptions and responses.
The survey was distributed online using Google Forms to facilitate accessibility and to reach the target respondents more effectively.
Referring to Jiang et al.
, the minimum required sample size for this study was 170 respondents, based on the number of indicators included in the model.
A total of 200 valid responses were obtained and used for further analysis.
The data analysis process in this research comprised both descriptive and statistical approaches.
Descriptive analysis entailed verifying the completeness and accuracy of the questionnaire responses, computing the response percentages for each item, and calculating the average score of each measured variable.
Statistical analysis in this study was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM), a multivariate statistical method that allows for the simultaneous examination of empirical data and theoretical constructs to evaluate both direct and indirect relationships among variables.
PLS-SEM is particularly suitable for studies with relatively small sample sizes compared to covariance-based SEM techniques.
The analysis was performed using SmartPLS software, which supports a two-step evaluation process, the outer model .
easurement mode.
and the inner model .
tructural mode.
to examine the relationships among latent variables.
Hypothesis testing was carried out through the bootstrapping method to determine the significance of path coefficients and indirect effects within the structural model.
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RESULTS AND DICUSSION
Description of Respondent Characteristics The total number of respondents was 200.
This analysis outlines the frequency of respondents across different demographic variables, including gender, age, and occupation.
Table 1.
Respondent Characteristics No.
Characteristics Gender Man Woman Total Age Total Occupation Student Civil Servant Entrepreneur Private Employee Freelancer Other Total Frequency Distribution (%) 56,5% 36,5% 4,5% 2,5% 57,5% 2,5% 11,5% 11,5% The data in table 1 show that 94 participants comprising 47% of the sample, were male.
Meanwhile, there were 106 female respondents or 53%.
The characteristics of respondents based on age in this study were dominated by respondents aged 17Ae22 years, totaling 113 people with a percentage of 56.
Data Analysis Outer Model Figure 2.
Outer Model E-ISSN: 2776-1290.
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Validity Test According to Carter .
, while a loading factor higher than 0.
70 is thought of as strong.
values between 0.
50 and 0.
60 may still be acceptable, particularly in studies focused on developing measurement scales.
The outcomes of the convergent validity assessment based on the outer loading values of the measurement indicators, are detailed in the following table.
Table 2.
Output Outer Loading Code
BAR1
BAR2
BAR3
BAR4
BAR5
BAR6
ICR1
ICR2
ICR3
ICR4
ICR5
ICR6
ICR7
ICR8
IEN1
IEN2
IEN3
IEN4
IEN5
IEN6
IEN7
PIN1
PIN10
PIN3
PIN4
PIN5
PIN6
PIN7
PIN8
PIN9
Brand Awareness Influencer Credibility Influencer Endorsement Purchase Intention Source: SmartPLS 4, 2025 Referring to table, it is evident that all indicators of the research variables demonstrate validity, indicating that the constructs are acceptable based on their respective factor loadings.
The subsequent stage involves evaluating the Average Variance Extracted (AVE) values to further assess convergent validity.
The results of the AVE test are presented as follows:
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Table 3.
Output AVE
Variable Brand Awareness Influencer Credibility Influencer Endorsement
Purchase Intention
Source: SmartPLS 4, 2025
AVE
Based on table 3, the results reveal that all constructs have AVE values above the 0.
level, indicating that each variable meets the criterion for good validity.
Reliability Test The reliability of the research instruments was assessed using two indicators.
Composite Reliability and CronbachAos Alpha.
These measures evaluate the internal consistency of the constructs within the research model.
According to Cheung et al.
, reliability is considered acceptable when cronbach alpha and composite reliability values Ou 0.
70, indicating that the constructs demonstrate good reliability.
This implies that the questionnaire employed in this study yields consistent results.
Table 4.
Output Reliability Test Variable Brand Awareness Influencer Credibility Influencer Endorsement Purchase Intention Source: SmartPLS 4, 2025 CR .
CR .
Based on table, the results indicate satisfactory values.
All latent variables have reliability scores of Ou 0.
70, demonstrating that each construct is reliable.
Therefore, it can be concluded that the research ques-tionnaire is consistent.
Inner Model Evaluation of the inner model is conducted by examining the RA coefficient, which represents the degree to which variance in endogenous latent constructs is accounted for by exogenous constructs within the model.
As stated by Yusif et al.
, the interpretation of RA values follows these benchmarks: 0.
25 indicates a low level of predictive power, 0.
50 reflects a moderate level, and 0.
75 denotes a substantial or high level of predictive relevance.
Table 5.
Results of the Determination Coefficient (R.
Variables Influencer Credibility Influencer Endorsement Purchase Intention Source: SmartPLS 4, 2025 R2 adjusted Based on table 5, the (R.
value for influencer credibility is 0.
4%), indicating a weak level of predictive accuracy.
This means brand awareness explained 41.
4% of the variance in the influencer credibility construct, while the remaining 58.
6% is explained by other factors.
The R2 values for influencer endorsement is 0.
4%), which reflects a moderate level of accuracy, suggesting that brand awareness explains 51.
4% of the variance in the influencer endorsement construct.
Lastly, purchase intention has an R2 value of 0.
7%), indicating a E-ISSN: 2776-1290.
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strong level of predictive accuracy, meaning that Brand Awareness explains 76.
7% of the variance in Purchase Intention, with the remaining 23.
3% attributed to other variables.
Hypothesis Testing Hypothesis testing was conducted by analyzing the path coefficient results for direct relationships, as well as the specific indirect effects for mediating relationships.
The testing procedure employed the bootstrapping method using the SmartPLS application.
A hypothesis is deemed statistically significant and therefore accepted if the p-value less than 0.
05 and t-statistic The constructs was tested using the bootstrapping procedure in SmartPLS with 5,000 subsamples.
Table 6.
Output Path Coefficient Variable BA-> PI 0.
BA -> IE 0.
BA -> IC 0.
IE -> PI 0.
IC-> PI
Source: SmartPLS 4, 2025
STDEV
T statistics P values Based on table, the path coefficient hypothesis test can be concluded as follows:
The Influence of Brand Awareness on Purchase Intention The findings that brand awareness exerts a significant influence on purchase intention.
This indicates that the higher the consumers' awareness of a brand, the greater their tendency to have the intention to purchase products from that brand.
When consumers have consistently recognized a brand in a positive light, they are more likely to trust it and have a strong perception of the product's value, thereby fostering the intention to purchase.
This is consistent with the research by Hakim & Keni .
, these results confirm that brand awareness positively and significantly influences purchase intention.
A higher level of consumer recognition toward a brand enhances the probability of product purchase consideration.
The Influence of Brand Awareness on Influencer Endorsement The data shows a significant association between brand awareness and influencer endorsement, with a path coefficient of 0.
717, a t-statistics of 17.
332, and a p-value of 0.
confirming the strength and significance of the effect.
This coefficient value is the highest among all direct influence paths in the research model, indicating that consumer awareness of a brand plays a significant role in enhancing the effectiveness of endorsements made by influencers.
This indicates that when consumers are familiar with a brand .
igh brand awarenes.
, they tend to be more trusting, accepting, and interested in product promotions carried out by influencers, compared to when the brand is unfamiliar or unknown.
This is in line with Jusuf .
, who state that influencer endorsements carried out for brands that already have a high level of brand awareness will be more effective in building trust, increasing engagement, and expanding the reach of marketing messages.
The Influence of Brand Awareness on Influencer Credibility The analysis indicates that brand awareness contributes to shaping perceptions of influencer credibility, as demonstrated by a T-statistics of 11.
868, and a P-value of 0.
This finding implies that as consumers become more familiar with a brand, they are more inclined to view the associated influencer as credible perceiving them as knowledgeable, reliable, and personally engaging.
This is consistent with the research by Djafarova & Trofimenko .
, which shows that collaborations between influencers and brands with high brand awareness can strengthen perceptions of the influencer's expertise and credibility.
This occurs because the E-ISSN: 2776-1290.
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audience assumes that the influencer was chosen by a brand with a good reputation and therefore is also assumed to possess aligned qualities and values.
Furthermore, from a cognitive psychology perspective, individuals often rely on cognitive heuristics such as the familiarity heuristic when forming trust.
This heuristic suggests that people are more likely to perceive something as credible or safe if they have encountered it before.
this context, when consumers are already familiar with a brand, they tend to extend that sense of trust to the influencer endorsing it, perceiving the influencer as more credible or knowledgeable about the product being promoted.
The Effect of Influencer Endorsement on Purchase Intention The analysis reveals that influencer endorsement contributes notably to purchase intention, as indicated by a T-statistics of 5.
912, and a P-value of 0.
This suggests that more persuasive endorsements by influencers are associated with an increased likelihood of consumers developing an intention to purchase the endorsed product.
This reinforces the idea that endorsement is a form of effective marketing communication, especially in the digital age, where consumers increasingly rely on third-party opinions, especially from public figures on social media, in making purchasing decisions.
Influencers who convey messages in an authentic, narrative, and relevant style to their target audience tend to be more successful in influencing purchase intent compared to hard-selling promotions.
The Effect of Influencer Credibility on Purchase Intention The analysis reveals that influencer credibility contributes meaningfully to the formation of purchase intention, as evidenced by a T-statistic value of 3.
355 and a P-value of 0.
These results imply that consumers who view an influencer as credible are more likely to develop an intention to purchase the promoted product.
These findings are consistent with the study by Kim et al.
, which highlights that influencer credibility is a key factor influencing consumer decision-making and purchase intention.
Skeptical consumers are more likely to investigate and gather additional details about a brandAos products or services before making a decision, but information obtained through credible influencers can reduce their suspicion of the brand and increase their purchase intention.
Subsequently, the outcomes of the indirect effect hypothesis testing are provided to evaluate the mediating roles among the variables examined in the study.
The following table displays the outcomes of the specific indirect effect analysis.
Table 7.
Output Specific Inderect Effect
Variable BA -> IE -> PI
BA-> IC-> PI
Source: SmartPLS 4, 2025
STDEV
T statistics P values Based on table, the specific indirect effect hypothesis test can be concluded as follows:
The Effect of Brand Awareness on Purchase Intention Mediated by Influencer Endorsement The findings from the data analysis indicate that brand awareness contributes to shaping purchase intention indirectly through influencer endorsement, with an indirect a T-statistic of 885, and a P-value of 0.
This implies that consumers who already recognize a brand tend to be more responsive to endorsements from influencers, thereby increasing their likelihood of intending to purchase the endorsed product.
In this context, influencer endorsement acts as a critical mediating factor that translates brand awareness into a stronger inclination toward purchasing behavior.
This is in consistent with the research by Sokolova & Perez .
, influencer endorsement functions as an intervening variable in the linkage between brand awareness and E-ISSN: 2776-1290.
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consumers' intention to purchase.
When brand awareness is embedded in consumers' minds, messages conveyed through endorsements by influencers serve to strengthen consumers' beliefs about brand quality and ultimately increase their intention to purchase.
The Effect of Brand Awareness on Purchase Intention Mediated by Influencer Endorsement The test results indicate that brand awareness has a significant indirect effect on purchase intention through influencer credibility, as reflected by a T-statistic of 3.
365, and a p-value of This indicates that increased consumer awareness of a brand strengthens their perception of the credibility of influencers promoting that brand.
Furthermore, this perception of credibility increases the likelihood of consumers having the intention to purchase the products offered.
However, the magnitude of the indirect effect through influencer credibility .
is smaller than the indirect effect through influencer endorsement .
or the direct effect of brand awareness on purchase intention .
This suggests that perceptions of influencer credibility do have an impact, but they are not the primary pathway in shaping consumer purchase intentions within the landscape of social media platforms such as TikTok.
In fast-paced, visual, and algorithm-based digital platforms, consumers are more influ-enced by the quality and style of message delivery .
than by the personal char-acteristics of influencers.
This can be interpreted to mean that for Generation Z users on TikTok who are frequently exposed to fast-paced, highly visual, and interactive content, influencer credibility is important in building initial trust, but its influence on purchase intention will be stronger when supported by relevant and engaging content strategies.
Strategic Implications The findings of this study offer important strategic and practical implications for marketers, particularly in the context of digital promotion through TikTok.
It has been demonstrated that brand awareness plays a critical role in shaping consumers' purchase Therefore, brands must actively invest in building consistent and engaging brand visibility by producing visually compelling content that resonates with younger audiences such as Generation Z.
One of the most effective strategies is collaborating with influencers whose credibility and communication style match the brandAos identity.
In this regard, influencer endorsement appears to be more influential than credibility alone, especially on platforms like TikTok that prioritize visual engagement, entertainment, and quick audience interaction This study warrant a more nuanced interpretation by considering the socio-cultural dynamics and digital behavior of the region's population.
As a city that balances traditional values with growing digital adoption.
Padang presents a unique environment in which Gen Z consumers are not merely passive recipients of influencer content, but also active participants in shaping the local digital culture.
This suggests that the effectiveness of influencer endorsement strategies on TikTok is not solely determined by general credibility or popularity, but also by how well the content and messaging align with local social norms and cultural tastes.
Moreover.
TikTok in Indonesia operates within a highly dynamic digital ecosystem, where micro-trends and viral culture rapidly shape consumer behavior.
While national digital patterns might show some consistency, the preferences of audiences in cities like Padang may differ significantly particularly in their perceptions of authenticity, trustworthiness, and aesthetic This underscores the importance of avoiding a "one-size-fits-all" approach to digital marketing strategies.
Integrating region-specific consumer behavior literature would enrich the theoretical grounding of this study and enhance the contextual validity of its conclusions.
Furthermore, this research opens pathways for comparative studies between cities or regions, offering a broader understanding of how influencer marketing strategies can be tailored to suit IndonesiaAos diverse digital audience.
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CONCLUSION
This study aims to investigate the influence of brand awareness on the purchase intentions of TikTok users in Padang City, with influencer credibility and influencer endorsement serving as intervening variables.
The results of the analysis reveal that brand awareness contributes meaningfully to the development of consumersAo purchase intentions.
A higher level of brand familiarity tends to foster consumer confidence and trust, thereby increasing the tendency to consider purchasing.
Additionally, brand awareness is found to influence both influencer endorsement and credibility, indicating its pivotal role in shaping how consumers perceive promotional efforts.
In addition, influencer endorsement and credibility play a crucial role in shaping consumer purchase intention, particularly when the product is promoted by individuals perceived as trustworthy and authoritative.
In this regard, brand awareness indirectly facilitates the formation of purchase intention by enhancing consumersAo receptivity toward promotional messages delivered by credible influencers.
This means that even if consumers are already familiar with a particular brand, their intention to purchase will be stronger if reinforced through influencer promotion.
REFERENCES