Analisis Pengaruh Konten Promosi Produk Dan Penggunaan Influencer Di Tiktok Terhadap Engagement Konsumen Dan Brand Awareness
DOI:
https://doi.org/10.37385/ceej.v7i3.10547Keywords:
Konten Promosi Produk, Influencer, Tiktok, Engagement Konsumen, Brand Awareness.Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh konten promosi produk dan penggunaan influencer di TikTok terhadap engagement konsumen dan brand awareness pada Perusahaan Indah Jaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 150 responden yang merupakan pengikut akun TikTok resmi Perusahaan Indah Jaya, dengan teknik purposive sampling. Data dianalisis menggunakan metode Partial Least Square (PLS) melalui aplikasi SmartPLS 3.0. Hasil penelitian menunjukkan bahwa konten promosi produk berpengaruh positif dan signifikan terhadap engagement konsumen dan brand awareness. Selain itu, penggunaan influencer juga terbukti berpengaruh positif dan signifikan terhadap engagement konsumen serta brand awareness. Temuan ini mengindikasikan bahwa strategi pemasaran digital melalui TikTok yang menekankan kualitas konten promosi dan pemilihan influencer yang kredibel serta relevan mampu meningkatkan keterlibatan konsumen sekaligus memperkuat kesadaran merek. Penelitian ini diharapkan dapat menjadi referensi bagi perusahaan dalam merancang strategi pemasaran digital yang lebih efektif di media sosial.
References
Alsoud, M., Trawnih, A., Yaseen, H., Majali, T., Alsoud, A. R., & Jaber, O. A. (2024). How could entertainment content marketing affect intention to use the metaverse? Empirical findings. International Journal of Information Management Data Insights, 4(2), 100258. https://doi.org/10.1016/j.jjimei.2024.100258
Amalia Hendarsin, A. M. C., Reggy, Z., Putri, G., & Widita, A. (2024). Utilizing K-Pop Idols as Brand Ambassadors to Increase Brand Awareness in Social Media. Procedia Computer Science, 234, 787–794. https://doi.org/10.1016/j.procs.2024.03.065
Cernikovaite, M. (2019). The impact of influencer marketing on consumer buying behavior in social networks. International Scientific Conference, 16(10), 805-812. https://doi.org/10.3846/cibmee.20Dashti, F., & Abdulsalam, H. M. (2025). The influence of social media applications on learning English as a second language. Heliyon, 11(2), e41874. https://doi.org/10.1016/j.heliyon.2025.e41874
Fitrianna, H., & Aurinawati, D. (2020). Pengaruh Digital Marketing Pada Peningkatan Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian Produk Cokelat Monggo di Yogyakarta. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 3(3), 409–418. https://doi.org/10.31842/jurnalinobis.v3i3.147
082
Hartmann, J., Exner, Y., & Domdey, S. (2025). International Journal of Research in Marketing: The power of generative marketing: Can generative AI create superhuman visual marketing content? International Journal of Research in Marketing, 42(1), 13-31. https://doi.org/10.1016/j.ijresmar.2024.09.002
Henderson, K. C., Kute, N. G., Popova, L., Ashley, D. L., Spears, C. A., Churchill, V., Weaver, S. R., Pechacek, T. F., & Huang, J. (2024). Content analysis of IQOS direct mail and email marketing in the US. Preventive Medicine Reports, 38(January), 102634. https://doi.org/10.1016/j.pmedr.2024.102634Husna, A. H., Mairita, D., Studi, P., Masyarakat, H., & Muhammadiyah, U. (2024). Gen Z dan Perilaku Konsumsi Konten Influencer pada TikTok. 7, 86–100.
Kuerzinger, L., & Stangor, P. (2024). The Relevance and Influence of Social Media Posts on Investment Decisions - an Experimental Approach Based on Tweets. SSRN Electronic Journal, 44(November), 101005. https://doi.org/10.2139/ssrn.4739088
Mathers, S. J., Kolancali, P., Jelley, F., Singh, D., Hodgkiss, A., Booton, S. A., Malmberg, L. E., & Murphy, V. A. (2025). Features of digital media which influence social interactions between adults and children aged 2–7 years during joint media engagement: A multi-level meta-analysis. Educational Research Review, 46(January). https://doi.org/10.1016/j.edurev.2025.100665
Nilasari, A. P., Retnosari, R., Panggiarti, E. K., & Astutik, E. P. (2022). Increased E-commerce and Fintech Transactions During the Covid-19 Pandemic. Jurnal Analisis Bisnis Ekonomi, 20(2), 93–107. https://doi.org/10.31603/bisnisekonomi.v20i2.5963
Putri, N. R. N., & Handriana, T. (2023). The Role of Product-influencer Congruence, Influencer credibility, and Attitude toward Advertising on Purchase Intention. Southeast Asian Business Review, 1(1), 1–18. https://doi.org/10.20473/sabr.v1i1.45844
Putri, R., & Munas, B. (2023). Pengaruh Digital Marketing Dan Word Of Mouth Terhadap Keputusan Pembelian Konsumen Dengan Brand Image Sebagai Variabel Mediasi (Studi Pada Konsumen Wingko Babat Pak Moel Di Kota Semarang). Diponegoro Journal of Management, 12(1), 1–15. https://ejournal3.undip.ac.id/index.php/djom/index
Ying, L. J., Te Chuan, L., Rashid, U. K., & Abu Seman, N. A. (2025). Social Media Marketing in Industry 4.0: The Role of TikTok in Shaping Generation Z’s Purchase Intentions. Procedia Computer Science, 253, 2176–2185. https://doi.org/10.1016/j.procs.2025.01.278
Zhao, X., Xu, Z., Ding, F., & Li, Z. (2024). The influencers attributes and customer purchase intention: The mediating role of customer attitude toward brand. June, 1-13. https://doi.org/10.1177/21582440241250122
Template
