International Journal of Multidisciplinary Research and Literature (IJOMRAL)
Vol. 3 No. 1 (2024): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE

THE INFLUENCE OF DIGITAL TIKTOK MARKETING CONTENT ON BRAND IMAGE IN KEMAIU PRODUCTS

Maghfiroh, Mutiara Lailatul (Unknown)
Mandasari, Virginia (Unknown)

Article Info

Publish Date
10 Jan 2024

Abstract

This research aims to analyze the influence of TikTok content on the brand image of Kemaiu products. The research method involved a survey of TikTok users related to Kemaiu products. Findings show that TikTok content has a positive impact on Kemaiu's brand image, increasing consumer awareness and positive perceptions of the product. Factors such as creativity, authenticity, and interaction between content and audience play a key role in building a strong brand image. Managerial implications include the importance of content-based marketing strategies to harness TikTok's potential in strengthening brand identity and consumer appeal. This research sample had 34 respondents using a sampling method, namely by using sampling with certain considerations. The results of this research show that digital TikTok content has a positive and significant effect on the brand image of Kemaiu products

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Journal Info
International Journal of Multidisciplinary Research and Literature (IJOMRAL)
Website

Abbrev

home

Publisher

Yayasan Education Social Center Publisher

Subject

Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Other

Description

IJOMRAL is a multidisciplinary forum for the publication of articles and research and discussion of issues that bear upon and enfold all the field. focuses on a broad range of topics covering all topic form Research or Literature Review that are of regional and World ...