PENGARUH VIDEO CONTENT MARKETING TIKTOK TERHADAP BRAND AWARENESS (Stusi Kasus UMKM Mozaspace di Kabupaten Bandung)

Bella Larassati Agustine, - (2023) PENGARUH VIDEO CONTENT MARKETING TIKTOK TERHADAP BRAND AWARENESS (Stusi Kasus UMKM Mozaspace di Kabupaten Bandung). S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Kurangnya kesadaran merek yang meluas untuk perusahaan Mozaspace adalah kekuatan pendorong di balik penelitian ini. Di era digitalisasi yang semakin cepat, Mozaspace bermaksud untuk meningkatkan brand awareness dengan memanfaatkan pemasaran konten video di platform media sosial Tiktok. Tujuan dari penelitian ini adalah untuk menentukan pengaruh keseluruhan dari pemasaran konten video TikTok pada kesadaran merek Mozaspace serta sejauh mana dampak ini bervariasi. Teknik pengumpulan data pada penelitian ini melalui pengisian kuesioner, kemudian data diolah mengunakan perangkat lunak SPSS. Teknik analisis data yang digunakan adalah statistik deskriptif, uji asumsi klasik, uji regresi sederhana, uji t dan uji koefisien determinasi. Temuan penelitian ini patut diperhatikan, karena menunjukkan hubungan antara video content marketing dan brand awareness. Hal ini dapat ditentukan dengan melakukan uji t, yang menunjukkan bahwa terdapat hubungan positif yang substansial antara video content marketing (X) dan brand awareness (Y) di Mozaspace. Berdasarkan hasil penelitian, variabel brand awareness (Y) dipengaruhi oleh variabel video content marketing (X). The widespread lack of brand awareness for the company Mozaspace serves as the driving force behind this research. In the rapidly advancing era of digitization, Mozaspace aims to enhance its brand awareness by utilizing video content marketing on the social media platform TikTok. The objective of this study was to determine the overall influence of TikTok video content marketing on Mozaspace's brand awareness and the extent to which this impact varies. Data collection in this research involved questionnaire surveys, followed by data processing using SPSS software. The data analysis techniques employed included descriptive statistics, classical assumption tests, simple regression analysis, t-test, and coefficient of determination test. The findings of this research warrant attention as they reveal a relationship between video content marketing and brand awareness. This can be confirmed through t-test results, which indicate a substantial positive relationship between video content marketing (X) and brand awareness (Y) at Mozaspace. Based on the research outcomes, it can be concluded that the variable of brand awareness (Y) is influenced by the variable of video content marketing (X).

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing Ismail Yusuf: 6146933 Arief Budiman: 5992927
Uncontrolled Keywords: brand awareness, tiktok video content marketing
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User: Bella Larassati Agustine
Date Deposited: 09 Nov 2023 04:29
Last Modified: 09 Nov 2023 04:29
URI: http://repository.upi.edu/id/eprint/112306

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