Khayla Meilika Sari, . (2025) PENGARUH EFEKTIVITAS KONTEN MARKETING TIKTOK “MAKEOVER PAK EDI” TERHADAP BRAND IMAGE RUCAS (Survei Terhadap Followers Akun TikTok @rucas.official). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid development of the digital era has significantly transformed public behavior patterns, particularly in marketing. Social media platforms such as TikTok have now become strategic tools in building brand image. This study aims to measure the effectiveness of the TikTok marketing content “Makeover Pak Edi” and analyze its influence on RUCAS’s brand image. The research employed a quantitative explanatory approach involving 100 respondents, determined using the Taro Yamane formula. This study is based on the Cognitive Response Theory, which focuses on the audience's thought processes in responding to marketing messages. The data analysis results indicate that the effectiveness of the TikTok marketing content “Makeover Pak Edi” has a significant influence on RUCAS’s brand image, with a significance value of 0.001 < 0.05. Furthermore, the coefficient of determination test shows that the content contributes 87% to the formation of brand image, while the remaining 13% is influenced by other factors outside this study. Therefore, it can be concluded that effective marketing content is capable of shaping a positive brand image in the minds of the audience.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411072] [Pembimbing: Putrawan Yuliandri] [Penguji 1: Rini Riyantini} {Penguji 2: Puri Bestari Mardani] |
| Uncontrolled Keywords: | Brand Image, Konten Marketing, Efektivitas, TikTok |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| 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: | KHAYLA MEILIKA SARI |
| Date Deposited: | 05 Aug 2025 05:08 |
| Last Modified: | 21 Aug 2025 08:31 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39522 |
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