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Santi Rimadias
Program Studi Manajemen, STIE Indonesia Banking School
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Journal : The Winners

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Using Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia Santi Rimadias; Nesta Alvionita; Adinda Putri Amelia
The Winners Vol. 22 No. 2 (2021): The Winners
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v22i2.7597

Abstract

The research aimed to examine factors that formed brand awareness and brand image of the tourism sector in Indonesia by using social media marketing on TikTok platform. The research applied a quantitative method to do a survey of 220 respondents who were users of the TikTok application. Data collection was carried out from April to May 2021, and processed by using Structural Equation Model Partial Least Square (SEM PLS). Convenience sampling was used in the research. The results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. Trendiness and customization do not affect consumer brand engagement. Furthermore, it is found that consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. The implication of the research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in Indonesia using the model Social Media Marketing on TikTok.
Co-Authors Aaron Christian Adinda Putri Amelia Ahmad Adriansyah Ahmad Farhan Baqi Ajeng Rida Riyanti Alfonsus Aryaveda Mahardika Mandaris AMALIA, ALVIEN NUR Andani Artanti Yodani Andreas Clarence Andrew Angel Avrilia Angelyn Panjaitan Annisaa Leonida Regi Ayu Ochtavia Rohmah Bani Saad STIE Indonesia Banking School Beatrice Ellena Kurniawan Benny Wijaya Bentrand Cornelius Anthony Carren Vivien Daniella Quinta Anastasia Dennis Andreas Gunawan Denok Sunarsi Denok Sunarsi Dian Pratiwi Diana Damayanti Dikdik S. Sadikin Dina Dwi Marinda Diva Sri Dhamayanti Dustin Antonio Euginia Felicia Eva Yulianti Fajar Hertingkir Fajar Hertingkir Fajrian Angelo STIE Indonesia Banking School Farah Safira Rachmayanti Ferenisyah Ardianto Ferenisyah Ardianto Ferli, Ossi Fidel Mervin Effendi Frederick Amadeo Jonathan Genta Pamekas STIE Indonesia Banking School Gilbert Giofflen Glen Andrian Prawinata Hadiah Fitriah Hansen Albertus Imam Fathur Rahman Indah Ratry Pandini Isbandini Veterina Javine Hagin Maengga Josua Bagoes Adhi Nugroho Julia Sara Felita Justin Tan Kevin Timothy Kosasih Lediana Sufina Leonaldo Jonathan Lisa Faradila Lubis, Maryam Asiah Marissa Grace Haque Marissa Grace Haque Marissa Grace Haque Muhammad Emil Muhammad Fikri Azmi Muhammad Luthfi Haiban Nathan Aurelius Artha Nesta Alvionita Ni Putu Mira Virgayanti Nicho Febrianto Novita Lis Setiyawan Nur Oktaviani Praditya Wibowo Raden Bambang Budhijana Raden Roro Vemmi Kesumadewi Rangga Lesmana Rema Injani Milenia Ririn Riani Rudi Samuel Searlina Nugraheni Siham Madihah Slamet Widayanto Soelaeman Rasyid Stefany Elnick Valent Tansuri Vellyta Vip Paramarta Vito Lifa Wasi Bagasworo Wasi Bagasworo Yonatan Yunda Satria Yunda Satria Yunita Werdiningsih Zahra Khairani Zaid Muhammad Zaidan