Pengaruh Social Media Marketing terhadap Brand Awareness pada Followers Tiktok @musclefirstofficial
Abstrak
Tiktok menjadi salah satu media sosial yang banyak digunakan oleh masyarakat Indonesia. Sebagai fenomena baru, Tiktok membuka peluang bagi marketers untuk memasarkan bisnis atau merek sesuai dengan tujuan yang ditetapkan. Oleh karena itu, Muscle First sebagai merek suplemen fitness turut menjadi salah satu merek yang aktif memanfaatkan media sosial Tiktok sebagai platform pemasaran dengan tujuan menyebarkan awareness terkait merek kepada khalayak. Penelitian ini bertujuan untuk mengukur seberapa besar pengaruh Social Media Marketing terhadap Brand Awareness pada followers Tiktok @musclefirstofficial. Metode yang digunakan yaitu kuantitatif deskriptif dengan teknik Simple Random Sampling kepada 100 followers akun Tiktok @musclefirstofficial yang pernah mengomentari video di akun tersebut. Hasil analisis deskriptif menunjukkan bahwa Social Media Marketing memperoleh skor 80,55% yang dapat diinterpretasikan sebagai kategori baik serta Brand Awareness dengan skor 84,9% yang dapat diinterpretasikan sebagai kategori sangat baik. Hasil penelitian menunjukkan bahwa Social Media Marketing mempengaruhi secara signifikan terhadap Brand Awareness pada followers Tiktok @musclefirstofficial sebesar 27,7%, sedangkan 72,3% sisanya dipengaruhi oleh variabel lain yang berada di luar penelitian ini.
Kata Kunci-Social Media Marketing, Brand Awareness, Marketing Communication, Tiktok, Muscle First
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