PENGARUH CONTENT MARKETING TIKTOK TERHADAP BRAND IMAGE PADA UMKM FEYSTYLE HIJAB

Adita Indriani, - (2023) PENGARUH CONTENT MARKETING TIKTOK TERHADAP BRAND IMAGE PADA UMKM FEYSTYLE HIJAB. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini berfokus pada content marketing dan brand image UMKM Feystyle Hijab. Kurangnya brand image UMKM Feystyle Hijab disebabkan karena kurangnya penyampaian informasi mengenai produk UMKM Feystyle Hijab. Tujuan dari penelitian ini adalah untuk mendapatkan gambaran tentang content marketing dan brand image UMKM Feystyle Hijab, serta mengetahui sejauh mana content marketing dapat mempengaruhi brand image pada UMKM Feystyle Hijab. Metode penelitian ini bersifat kuantitatif deskriptif dan verifikatif. Penelitian ini menggunakan data primer dengan menyebarkan kuesioner kepada responden melalui Google Form, dan peneliti juga melakukan wawacara, dokumentasi, dan observasi untuk mengumpulkan data. Hasil dari penelitian ini adalah content marketing berpengaruh positif sebesar 35,1% terhadap brand image UMKM Feystyle Hijab, selebihnya dipengaruhi oleh variabel lain seperti konsumen itu sendiri dan pengaruh lingkungan. The focus of this research was on content marketing and the brand image of UMKM Feystyle Hijab. The lack of the brand image of Feystyle Hijab MSMEs was due to the lack of information about Feystyle Hijab MSME products. The purpose of this study was to get an overview of the content marketing and brand image of SMEs Feystyle Hijab, as well as to determine the extent to which content marketing can affect the brand image in SMEs Feystyle Hijab. This research method was quantitative, descriptive, and verified. This study used primary data by distributed questionnaires to respondents through Google Forms, and researchers also conducted interviews, documentation, and observations to collect data. The result of this research was that content marketing has a positive effect of 35.1% on the brand image of Feystyle Hijab MSMEs, the rest was influenced by other variables such as consumers themselves and environmental influences

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing Ismail Yusuf: 6146933
Uncontrolled Keywords:	Brand Image, Content Marketing, UMKM Feystyle Hijab Brand Image, Content Marketing, Feystyle Hijab MSMEs
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Adita Indriani
Date Deposited:	13 Nov 2023 02:34
Last Modified:	13 Nov 2023 02:34
URI:	http://repository.upi.edu/id/eprint/112790

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