PENGARUH CONTENT MARKETING DAN DAYA TARIK PESAN TERHADAP BRAND AWARENESS OMOIDE KAKE UDON (STUDI PADA VIEWERS KONTEN TIKTOK @NANAKOOT)

Dava Nesta Saputra, . (2025) PENGARUH CONTENT MARKETING DAN DAYA TARIK PESAN TERHADAP BRAND AWARENESS OMOIDE KAKE UDON (STUDI PADA VIEWERS KONTEN TIKTOK @NANAKOOT). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study was conducted to understand the extent to which content marketing and message appeal in TikTok videos influence brand awareness of the Omoide Kake Udon product. This product is a new instant noodle variant from PT Akasha Wira International, Tbk, which began marketing at the end of 2023. The company collaborated with culinary content creators on TikTok, one of whom is the account @nanakoot, in building brand visibility. This research uses a quantitative approach with a survey method. The population in this study consists of active TikTok users in Indonesia, with a minimum sample of 400 respondents selected using purposive sampling. Specifically, users who have watched the endorsed content of Omoide Kake Udon from the @nanakoot account. Data was collected by distributing questionnaires through Google Forms, which were tested for validity and reliability. The test results indicated that all statements were deemed valid and reliable. The findings of this study are expected to provide insights into how social media content creators, especially on TikTok, can shape audience perceptions of a brand, even for products that are new to the market. This demonstrates that message strength and audience relevance play a crucial role in today’s digital marketing strategies.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411144] [Pembimbing: Putrawan Yuliandri] [Penguji 1: Drina Intyaswati] [Penguji 2: Vina Mahdalena]
Uncontrolled Keywords: Content Marketing, Message Appeal, Brand Awareness, TikTok, Omoide Kake Udon
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: DAVA NESTA SAPUTRA
Date Deposited: 22 Aug 2025 01:30
Last Modified: 22 Aug 2025 01:30
URI: http://repository.upnvj.ac.id/id/eprint/39351

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