PENGARUH BRAND AWARENESS TERHADAP PENINGKATAN CITRA BRAND FASHION LOKAL DI TIKTOK (Survei kepada Brand Nappa Milano)

THALIA, THOMOMI SANDRA ENJELITA (2025) PENGARUH BRAND AWARENESS TERHADAP PENINGKATAN CITRA BRAND FASHION LOKAL DI TIKTOK (Survei kepada Brand Nappa Milano). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The local fashion industry, particularly footwear, is becoming increasingly competitive in the digital era. Companies like Nappa Milano are leveraging social media, especially TikTok, to build brand awareness and strengthen brand image through visual content strategies, collaborations, and customer service. This study aims to examine the influence of brand awareness on the enhancement of brand image for local fashion brands on TikTok, with a case study of the @nappamilano account. A quantitative approach was employed using a survey of 100 respondents, all of whom are followers of the account. Theories such as MPR (Marketing Public Relations) and AISAS were used as the analytical framework to understand the audience’s journey from attention to brand image formation. The results of the study show that brand awareness has a significant influence on brand image, contributing 48.8%. The dimension of brand recognition recorded the highest score within variable X, while corporate image ranked highest within variable Y. The conclusion of this research is that TikTok content strategies are influential in building brand awareness and reinforcing brand image. Keywords: Brand Awareness, Brand Image, TikTok, Local Fashion, Nappa Milano Industri fashion lokal, khususnya sepatu, semakin kompetitif di era digital. Perusahaan seperti Nappa Milano memanfaatkan media sosial, terutama TikTok, untuk membangun brand awareness dan memperkuat brand image melalui strategi konten visual, kolaborasi, dan layanan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness terhadap peningkatan citra brand fashion lokal di TikTok, dengan studi pada akun @nappamilano. Pendekatan yang digunakan adalah kuantitatif melalui survei terhadap 100 responden, yang seluruhnya merupakan pengikut akun tersebut. Teori MPR dan AISAS digunakan sebagai dasar dalam menganalisis proses audiens dari perhatian hingga pembentukan citra merek. Hasil penelitian menunjukkan bahwa brand awareness berpengaruh signifikan terhadap brand image, dengan kontribusi sebesar 48,8%. Dimensi brand recognition mencatat skor tertinggi dalam variabel X, sedangkan corporate image menjadi dimensi tertinggi dalam variabel Y. Kesimpulan dari penelitian ini adalah bahwa strategi konten TikTok berpengaruh dalam membangun brand awareness dan memperkuat citra merek. Kata Kunci: Brand Awareness, Brand Image, TikTok, Fashion Lokal, Nappa Milano

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 142
NIM/NIDN Creators:	44221010070
Uncontrolled Keywords:	Brand Awareness, Brand Image, TikTok, Fashion Lokal, Nappa Milano
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 646 Sewing Materials and Equipment, Clothing, Management of Personal and Family Life/Mesin Jahit dan Perlengkapan Menjahit, Pakaian, Management Pribadi dan Keluarga > 646.3 Clothing/Pakaian, Tata Busana, Mode Busana, Fashion
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	29 Jul 2025 02:57
Last Modified:	29 Jul 2025 02:57
URI:	http://repository.mercubuana.ac.id/id/eprint/96343

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