Analisis Pengaruh Social Media Marketing terhadap Brand Equity Wellborn Company di TikTok
Abstract
Abstrak
Pelrkelmbangan pelsat meldia sosial, khususnya TikTok, melndorong pelrusahaan untuk melmanfaatkannya selbagai sarana
promosi dan pelmbangunan elkuitas melrelk. Welllborn Company, melrelk fashion lokal asal Bandung, menggunakan
TikTok sebagai media pemasaran, namun kinerja kontennya dinilai belum optimal dibandingkan pesaing. Penelitian
ini bertujuan untuk menganalisis pengaruh social media marketing terhadap brand equity Wellborn Company di
TikTok, dengan dimensi di dalamnya yaitu brand awareness dan brand image. Lima dimensi social media marketing
yang dianalisis meliputi entertainment, customization, interaction, electronic word of mouth (EWOM), dan trendiness.
Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan analisis regresi linier berganda. Data
diperoleh melalui kuesioner kepada pengguna TikTok yang merupakan konsumen Wellborn Company, dengan teknik
purposive sampling. Hasil penelitian menunjukkan bahwa secara simultan, social media marketing berpengaruh
signifikan terhadap brand equity. Secara parsial, hampir semua dimensi memiliki pengaruh signifikan, kecuali
trendiness yang tidak berpengaruh signifikan terhadap brand image. Temuan ini diharapkan dapat menjadi dasar
evaluasi strategi pemasaran digital Wellborn Company di TikTok serta kontribusi teoritis dalam studi pemasaran
digital berbasis media sosial.
Kata Kunci- tiktok, social media marketing, brand equity, brand awareness, dan brand image
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