Pengaruh Komunikasi Pemasaran terhadap Citra Merek dan Kepercayaan Konsumen pada Akun TikTok @skintific_id
Abstract
The rapid growth of short-video-based social media has significantly transformed marketing communication practices, particularly within the beauty industry. TikTok has emerged as a prominent platform for shaping brand image and fostering consumer trust. This study aims to examine the effect of marketing communication conducted through the TikTok account @skintific_id on brand image and consumer trust. A quantitative approach grounded in the positivist paradigm was employed in this research. Data were collected through an online questionnaire distributed to 200 respondents who follow the @skintific_id TikTok account and have previously engaged with @skintific_id’s marketing communication content. The research instrument was developed based on the dimensions of marketing communication, brand image, and consumer trust, measured using a four-point Likert scale. Data analysis included validity and reliability testing, followed by regression analysis to examine the relationships among variables. The results indicate that marketing communication has a positive and significant effect on @skintific_id’s brand image. Furthermore, marketing communication is also found to have a positive and significant influence on consumer trust. These findings suggest that consistent, informative, and relevant marketing communication on TikTok plays a crucial role in shaping favorable brand perceptions and strengthening consumer trust. This study highlights the strategic importance of digital marketing communication through short- form video content in building long-term relationships between brands and consumers. The findings are expected to contribute to academic discourse and provide practical insights for industry practitioners in optimizing social media-based marketing communication strategies. Keywords: Marketing Communication, Brand Image, Consumer Trust, TikTok, @skintific_id
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