The Influence of Electronic Word of Mouth on Purchase Intention Through Brand Awareness As a Psychological Mechanism of Consumers in The Digital Era Among Tiktok Users

Social media has revolutionized how consumers discover, evaluate, and purchase products. TikTok stands out as a dynamic environment among various platforms where short-form videos and user-generated content drive brand exposure and consumer engagement. Within this ecosystem, electronic word of mouth (e-WOM) plays a central role, as users continuously share product recommendations, experiences, and reviews that shape audience perceptions. This study aims to investigate the effect of e-WOM on      purchase intention through brand awareness as a mediating variable among TikTok users in Indonesia. A quantitative research design employing a survey method was adopted, using cross-sectional data collected from TikTok users who had recently engaged with product promotion content. Participants were selected through purposive sampling. Data were gathered using a semantic differential scale and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM), which enabled comprehensive testing of both direct and indirect relationships among variables. The findings reveal that e-WOM positively and significantly influences both brand awareness and purchase intention, and that brand awareness mediates the relationship between e-WOM and purchase intention. These results highlight that repeated exposure to credible and positive e-WOM content on TikTok strengthens consumers’ familiarity with brands, ultimately enhancing their purchase intentions. This study extends the understanding of consumer psychology in social media marketing and offers strategic insights for brands seeking to leverage e-WOM to build stronger connections and stimulate purchase decisions in the digital era.