CONTENT MARKETING TERHADAP BRAND AWARENESS PRODUK KECANTIKAN MAD FOR MAKEUP EDISI MEAN GIRLS: Studi kuantitatif deskriptif pada followers tiktok @madformakeup.co

Michelle Afryana Hillman, . (2026) CONTENT MARKETING TERHADAP BRAND AWARENESS PRODUK KECANTIKAN MAD FOR MAKEUP EDISI MEAN GIRLS: Studi kuantitatif deskriptif pada followers tiktok @madformakeup.co. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The increasingly competitive cosmetics industry in Indonesia has encouraged brands to utilize social media, particularly TikTok, as a Content Marketing platform to build Brand Awareness. This study aims to describe how Mean Girls–themed Content Marketing is employed by Mad for Makeup in shaping Brand Awareness among consumers aged 18–25 years. This research adopts a descriptive quantitative approach using a survey method. Data were collected through questionnaires distributed to 100 respondents who are followers of the TikTok account @madformakeup.co and have been exposed to the Mean Girls content. The Content Marketing variable was measured using five dimensions: reader cognition, sharing motivation, persuasion, decision making, and factors, while Brand Awareness was measured across four levels: unaware of brand, brand recognition, brand recall, and top of mind. Data analysis was conducted using descriptive statistics and cross-tabulation to illustrate patterns between respondent characteristics, content exposure, and levels of Brand Awareness. The findings indicate that Mean Girls–themed content contributes to the development of brand recognition and brand recall of Mad for Makeup among consumers aged 18–25 through relevant visual, emotional, and popular culture–based approaches.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411050] [Pembimbing: Putrawan Yuliandri] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Kumala Hayati]
Uncontrolled Keywords: Brand Awareness, Content Marketing, Mad for Makeup, TikTok
Subjects: H Social Sciences > H Social Sciences (General)
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: MICHELLE AFRYANA HILLMAN
Date Deposited: 13 Apr 2026 02:42
Last Modified: 13 Apr 2026 02:42
URI: http://repository.upnvj.ac.id/id/eprint/42957

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