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All Journal The Winners
Adinda Putri Amelia
Management Study Program, Faculty of Economics, Indonesia Banking School
Social Sciences

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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 Nesta Alvionita Santi Rimadias