Pengaruh Brand Image dan Brand Awareness di TikTok terhadap Keputusan Pembelian Pupuk Organik Jimmy Hantu melalui Brand Trust pada Petani

Abstract

Persaingan industri pupuk organik mendorong perusahaan memanfaatkan media digital untuk meningkatkan keputusan pembelian. TikTok menjadi platform pemasaran yang mampu menjangkau konsumen secara luas, meskipun tingginya jangkauan konten belum tentu meningkatkan pembelian. Penelitian ini bertujuan menganalisis pengaruh brand awareness dan brand image di TikTok terhadap keputusan pembelian pupuk organik Jimmy Hantu dengan brand trust sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode SEM-PLS terhadap 151 petani yang dipilih melalui non-probability sampling (purposive sampling dan voluntary sampling. Hasil penelitian menunjukkan brand image dan brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand image juga berpengaruh positif dan signifikan terhadap brand trust, sedangkan brand awareness tidak berpengaruh signifikan terhadap brand trust maupun keputusan pembelian. Selain itu, brand trust memediasi pengaruh brand image, tetapi tidak memediasi pengaruh brand awareness terhadap keputusan pembelian.

Competition in the organic fertilizer industry has encouraged companies to utilize digital media to improve purchase decisions. TikTok has become a marketing platform with broad consumer reach, although high content exposure does not necessarily increase purchases. This study aimed to analyze the influence of brand awareness and brand image on TikTok on farmers' purchase decisions of Jimmy Hantu organic fertilizer, with brand trust as a mediating variable. A quantitative approach was employed using the SEM-PLS method involving 151 farmers selected through non-probability sampling technique (purposive and voluntary sampling). The results showed that brand image and brand trust had a positive and significant effect on purchase decisions. Brand image also had a positive and significant effect on brand trust, whereas brand awareness had no significant effect on either brand trust or purchase decisions. Furthermore, brand trust mediated the effect of brand image but did not mediate the effect of brand awareness on purchase decisions.