WIDYA AFRIDA, NPM 2301103242 (2026) PERAN MEDIA SOSIAL TIKTOK SEBAGAI STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN BRAND AWARENESS DAN LOYALITAS KONSUMEN. Tugas_Akhir(Artikel) Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 15 (2). pp. 702-712. ISSN 2527-6638(e-ISSN) 2089-550X(p-ISSN)
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Abstract
This study examines how TikTok can be used as a digital marketing medium to increase brand awareness and customer loyalty. TikTok is a popular platform due to its interactive video content that can be customized to user preferences. Quantitative methods were used in this study, involving a survey of fifty active TikTok users in Rantauprapat. Purposive sampling was the sampling method. Data processing was carried out using SPSS with several tests. The results of this study will show that TikTok directly and through intermediary variables influences brand awareness and customer loyalty. Keywords: Brand awareness; Consumer loyalty; Digital marketing; TikTok ============================================================================= Studi ini meneliti bagaimana TikTok dapat digunakan sebagai media pemasaran digital untuk meningkatkan brand awareness dan kesetiaan pelanggan. TikTok adalah platform populer karena konten videonya yang interaktif dan dapat disesuaikan dengan preferensi pengguna. Metode kuantitatif digunakan dalam penelitian ini, yang melibatkan survei terhadap 50 pengguna aktif TikTok di Rantauprapat. Purposive sampling adalah metode pengambilan sampel dalam penelitian ini. Pengolahan data dilakukan menggunakan SPSS dengan beberapa pengujian. Hasil penelitian menunjukkan bahwa TikTok, baik secara langsung maupun melalui variabel perantara, memengaruhi brand awareness dan loyalitas pelanggan secara signifikan. Kata kunci: Brand awareness; Digital marketing; Loyalitas konsumen; TikTok
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Brand awareness; Consumer loyalty; Digital marketing; TikTok==============Brand awareness; Digital marketing; Loyalitas konsumen; TikTok |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 21 Jul 2026 07:38 |
| Last Modified: | 21 Jul 2026 07:38 |
| URI: | http://repository.ulb.ac.id/id/eprint/2598 |
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