The Effect of TikTok Affiliate on Nuface Skincare Brand Awareness Content Quality as a Moderator from an Islamic Business Perspective in Bandar Lampung
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Abstract
This study aims to determine the effect of TikTok affiliates on brand awareness of Nuface skincare, with content quality as a moderating variable. This research is based on the development of marketing strategies through the affiliate system on TikTok, which allows users to directly promote products. However, increasing brand awareness is influenced not only by the use of affiliates but also by quality. This study used a quantitative approach with a survey method. The sample in this study amounted to 97 obtained through a purposive sampling technique. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) through the SmartPLS 4 application. Testing included validity testing, reliability testing, coefficient of determination testing, and hypothesis testing using the bootstrapping method. The variables in the study consisted of TikTok Affiliate (X), Brand Awareness (Y), and Content Quality (Z) as moderating variables. The results showed that TikTok Affiliate has a positive and significant effect on Brand Awareness. Content Quality was also proven to have a positive effect on Brand Awareness. However, the Content Quality variable did not act as a moderator in the relationship between TikTok Affiliate and Brand Awareness. This finding implies that business actors need to optimize affiliate marketing strategies directly to build brand awareness for Nuface skincare products.
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