CD Skripsi

Pengaruh Hashtag Engagement #Localbrand Di Tiktok Dalam Meningkatkan Brand Awareness Dan Minat Beli Produk Kami

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This research is motivated by the phenomenon of the growing use of digital marketing through social media platforms, particularly TikTok. One of the widely adopted strategies in digital marketing is the use of hashtags to drive audience engagement. This study aims to analyze the influence of the #localbrand hashtag engagement on TikTok in increasing brand awareness and purchase intention of the brand Kami’s products.
This research employs a quantitative approach with data collected through questionnaires distributed to followers of Kami’s TikTok account. The sampling technique uses probability sampling with a simple random sampling method, resulting in 400 respondents. Data were analyzed using validity and reliability tests, as well as Manova to determine the effect of the independent variable on the two dependent variables, both simultaneously and partially.
Based on the research results and data analysis, it was found that the #localbrand hashtag engagement on TikTok has a significant partial effect on brand awareness, with a significance value of 0.000 and a Partial Eta Squared of 50.8%. In addition, hashtag engagement also has a significant effect on purchase intention, with a significance value of 0.000 and a Partial Eta Squared of 49%. Simultaneously, hashtag engagement significantly influences both brand awareness and purchase intention, with a significance value of 0.000 and a Partial Eta Squared of 35.6%. Therefore, the hashtag engagement #localbrand has been proven to significantly increase brand awareness and purchase intention for Kami’s products.

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Disponibilidade

Detail Information

Título da série

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Número de chamada

2101126422

Editora

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Paginação

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Idioma

Indonesia

ISBN/ISSN

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Classificação

2101126422

Content Type

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Media Type

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Carrier Type

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Edição

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Assunto(s)

ILMU KOMUNIKASI

Detalhe específico

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Statement of Responsibility

Mutia

Other version/related

Arquivo anexo

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