PUSPITASARI, ATIYA AZAHRA (2026) PENGARUH SOCIAL MEDIA MARKETING MELALUI PERAN INFLUENCER TERHADAP CUSTOMER ENGAGEMENT DI TIKTOK (Survei Syifa Hadju Pada Akun Tiktok @glad2glow_id). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (546kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (202kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (333kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (362kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (309kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (123kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (126kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (2MB) |
Abstract
The development of digital technology has driven a major transformation in the world of marketing, particularly through social media platforms like TikTok, which is now one of the most effective platforms for reaching young audiences. This study aims to determine the extent to which influencer marketing, specifically through public figure Syifa Hadju, can influence customer engagement on the TikTok account @glad2glow. This study used a quantitative approach with a survey method, involving 400 respondents who were followers of the @glad2glow account and had viewed and interacted with promotional content featuring Syifa Hadju. The sampling technique used purposive sampling. Data analysis was performed using SPSS through validity, reliability, correlation, simple linear regression, t-tests, and coefficient of determination tests. The results showed that based on the T-test, the calculated T value was 19,783 with a significance value of 0.001 <0.05. Therefore, H0 was rejected and H1 was accepted. Therefore, it can be concluded that influencer marketing has a significant influence on customer engagement on the TikTok account @glad2glow_id. This shows that digital marketing strategies involving local celebrity influencers have the potential to increase audience engagement with the promotional content presented. Keywords: Social Media Marketing, Influencer Marketing, Customer Engagement, TikTok, Syifa Hadju, @glad2glow. Perkembangan teknologi digital telah mendorong transformasi besar dalam dunia pemasaran, khususnya melalui media sosial seperti TikTok yang kini menjadi salah satu platform paling efektif dalam menjangkau audiens muda. Penelitian ini bertujuan untuk mengetahui sejauh mana peran influencer marketing, khususnya melalui figur publik Syifa Hadju, dapat memengaruhi customer engagement pada akun TikTok @glad2glow. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, melibatkan 400 responden yang merupakan pengikut akun @glad2glow dan pernah melihat serta berinteraksi dengan konten promosi yang menampilkan Syifa Hadju. Teknik pengambilan sampel menggunakan purposive sampling. Analisis data dilakukan dengan bantuan SPSS melalui uji validitas, reliabilitas, korelasi, regresi linier sederhana, serta uji t dan koefisien determinasi. Hasil penelitian menunjukkan berdasarkan hasil uji T, diperoleh nilai Thitung sebesar 19,783 dengan nilai signifikansi 0,001 < 0,05, maka H0 ditolak dan H1 diterima, sehingga dapat disimpulkan peran influencer marketing memiliki pengaruh yang signifikan terhadap customer engagement pada akun TikTok @glad2glow_id. Hal ini menunjukkan bahwa strategi pemasaran digital yang melibatkan influencer selebritas lokal berpotensi meningkatkan keterlibatan audiens terhadap konten promosi yang disajikan. Kata Kunci: Social Media Marketing, Influencer Marketing, Customer Engagement, TikTok, Syifa Hadju, @glad2glow.
Actions (login required)
 |
View Item |
