Peran Media Sosial TikTok Sebagai Strategi Digital Marketing dalam Meningkatkan Brand Awareness dan Loyalitas Konsumen
DOI:
https://doi.org/10.30588/jmp.v15i2.2655Keywords:
Brand Awareness, Digital Marketing, Loyalitas Konsumen, TikTokAbstract
This study examines how TikTok can be used as a digital marketing medium to increase brand awareness and customer loyalty. TikTok is a popular platform due to its interactive video content that can be customized to user preferences. Quantitative methods were used in this study, involving a survey of fifty active TikTok users in Rantauprapat. Purposive sampling was the sampling method. Data processing was carried out using SPSS with several tests. The results of this study will show that TikTok directly and through intermediary variables influences brand awareness and customer loyalty.
References
Akbar, M. F., Ati, H. D. L., & Sukarson, A. (2024). Peran TikTok dalam Meningkatkan Brand Awareness di Kalangan Milenial dan Gen Z. Jurnal Media Public Relations, 4(1), 52–57.
Bali, A. Y. (2022). Pengaruh Kualitas Produk dan Harga Terhadap Loyalitas Konsumen dengan Kepuasan Konsumen Sebagai Variabel Intervening. Jurnal Akuntansi, Manajemen dan Ekonomi, 1(1), 1–14. https://doi.org/10.56248/jamane.v1i1.7
Dense, A., & Hadi, A. S. P. (2021). Strategi Public Relations “Chiki Twist” dalam Meningkatkan Brand awareness. Interaktif: Jurnal Ilmu-ilmu Sosial, 13(2), 41–56. https://doi.org/10.21776/ub.interaktif.2021.013.02.5
Hazizah, S. N., & Nasution, M. I. P. (2022). Peran Media Sosial Instagram Terhadap Minat Berwirausaha Mahasiswa. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 5(4).
Hongdiyanto, C., Koesmono, T., & Rachmawati, D. (2023). The Influence of Perceived Price, Product Quality and Service Quality towards KFC Consumer Satisfaction in Indonesia. International Journal of Science and Management Studies (IJSMS), 21–32. https://doi.org/10.51386/25815946/ijsms-v6i6p103
Mardiatmoko, G. (2020). The Importance of the Classical Assumption Test in Multiple Linear Regression Analysis (A Case Study of the Preparation of the Allometric Equation of Young Walnuts). Barekeng, 14(3), 333–342. https://doi.org/10.30598/barekengvol14iss3pp333-342
Melgarejo-Espinoza, R., Gonzales-Cruz, M., Chavez-Perez, J., & Iparraguirre-Villanueva, O. (2025). Impact of the TikTok Algorithm on the Effectiveness of Marketing Strategies: A Study of Consumer Behavior and Content Preferences. International Journal of Advanced Computer Science and Applications (IJACSA), 16(2).
Nahari, A. Y. R. (2021). Pengaruh Penggunaan Media Sosial TikTok @Erigo.Store terhadap Keputusan Pembelian Produk Erigo. Commercium, 05(01), 20–30.
Pane, H. P., Napitupulu, I., Luthfi, S., & Situmorang, S. H. (2024). Evaluating the Influence of Viral Marketing and Brand Awareness on Purchase Decisions a Study Tiktok Shop. Formosa Journal of Science and Technology, 3(11), 2527–2538. https://doi.org/10.55927/fjst.v3i11.12404
Rasiani, D., Deni, I. F., & Rozi, F. R. (2022). Efektivitas Akun TikTok dalam Menyajikan Pemberitaan Media Massa di Kalangan Remaja Desa Bandar Lama Kabupaten Labuhanbatu Utara. Sibatik Journal: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan, 1(12), 2791–2800. https://doi.org/10.54443/sibatik.v1i12.431
Reviyaldi, C., & Akbar, I. R. (2023). Pengaruh Gaya Kepemimpinan dan Motivasi Kerja terhadap Kinerja Karyawan pada PT Suburmitra Grafistama Jakarta Selatan. JORAPI: Journal of Research and Publication Innovation, 1(3).
Rohman, S. M., & Hidayat, D. A. M. (2024). The Influence of Tiktok Content Marketing for Improving Brand Image and Brand awareness on Purchase Decisions for Skintific Indonesia. International Journal of Economics, Business and Management Research, 08(02), 206–223. https://doi.org/10.51505/ijebmr.2024.8216
Sahroh, A. F. (2018). Pengaruh Literasi ekonomi dan Tingkat Penggunaan Media Sosial terhadap Minat Berwirausaha Mahasiswa Fakultas Ekonomi di Universitas Negeri Surabaya. Hyrnal Pendidikan Ekonomi (JUPE), 6(3). https://doi.org/10.26740/jupe.v6n3.p%25p
Salsabilah, D. (2025). Pengaruh Media Sosial dalam Meningkatkan Brand awareness Wizzmiedi Era Digital. Aksioma: Jurnal Sains Ekonomi dan Edukasi, 2(6), 1259–1267. https://doi.org/10.62335/aksioma.v2i6.1349
Sawitri, N. M. A., & Chusumastuti, D. (2021). Peran Media Sosial TokTok dalam Meningkatkan Loyalitas Masker Kecantikan Yeppeoskin. Jurnal Ilmiah Manajemen Informasi dan Komunikasi, 5(2), 49–60. https://doi.org/10.56873/jimik.v5i2.148
Semuel, H., & Setiawan, K. Y. (2018). Promosi melalui Sosial Media, Brand Awareness, Purchase Intention pada Produk Sepatu Olahraga. Jurnal Manajemen Pemasaran, 12(1), 47─52. https://doi.org/10.9744/pemasaran.12.1.47─52
Setiawan, M. F., & Muamar, M. (2025). Strategi Digital Marketing melalui Aplikasi Tiktok dalam Meningkatkan Brand awareness Produk. Jurnal Pengabdian Masyarakat dan Riset Pendidikan, 4(1), 5952–5957. https://doi.org/10.31004/jerkin.v4i1.2593
Trissetianto, A. C., & Ali, H. (2025). The Role of TikTok in Shaping Gen Z’s Brand Loyalty and Consumer Behavior. GMBR: Greenation Management and Business Review, 1(2), 77–83. https://doi.org/10.38035/gmbr.v1i2.818
Umbara, F. W. (2021). User Generated Content di Media Sosial Sebagai Strategi Promosi Bisnis. Jurnal Manajemen Strategi dan Aplikasi Bisnis, 4(2), 572–581. https://doi.org/10.36407/jmsab.v4i2.366
Ying, L. J., Te Chuan, L., Rashid, U. K., & 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
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Widya Afrida, Pristiyono Pristiyono, Syukron Arjuna
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with Jurnal Maksipreneur agree to the following terms:
Authors retain copyright and grant the Jurnal Maksipreneur right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Jurnal Maksipreneur.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in Jurnal Maksipreneur. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
