PENGARUH MEDIA SOSIAL TIKTOK TERHADAP BRAND IMAGE TENUE DE ATTIRE (Survey Pada Followers Akun TikTok @tenuedeattire)

OKTAPRASETYO, WILDAN (2025) PENGARUH MEDIA SOSIAL TIKTOK TERHADAP BRAND IMAGE TENUE DE ATTIRE (Survey Pada Followers Akun TikTok @tenuedeattire). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study examines the influence of TikTok social media on the brand image of Tenue De Attire using a quantitative approach. TikTok is chosen as the focus due to its popularity among younger audiences and its effectiveness in shaping consumer perceptions through engaging visual content. The study aims to assess how the @tenuedeattire account activities influence followers’ perceptions of the brand. The theoretical framework is based on Kim & Ko’s (2012) social media dimensions—entertainment, interaction, trendiness, and customization—and Kotler’s (2017) brand image theory, which includes quality, reliability, innovation, and brand association. Data were collected through questionnaires distributed to 100 followers of the @tenuedeattire TikTok account using purposive sampling. The findings reveal a positive and significant relationship between TikTok activity and brand image. Regression analysis shows an R Square value of 0.624, indicating that 62,4% of the variation in brand image is influenced by TikTok content and engagement. Content that is engaging, interactive, and aligned with current trends effectively strengthens consumers’ positive perceptions of the brand. In conclusion, consistent and trend-relevant TikTok content strategies significantly enhance the brand image of Tenue De Attire. This study contributes theoretically to the field of digital marketing communication and provides practical insights for local fashion brands to manage brand perception effectively on social media platforms. Keywords: Social Media, TikTok, Brand Image, Digital Marketing, Survey. Penelitian ini mengkaji pengaruh media sosial TikTok terhadap brand image Tenue De Attire dengan pendekatan kuantitatif. TikTok dipilih karena merupakan platform populer yang digunakan secara luas oleh generasi muda dan dinilai efektif dalam membentuk persepsi konsumen melalui konten visual yang kreatif. Fokus utama penelitian ini adalah menilai bagaimana aktivitas akun @tenuedeattire dapat memengaruhi brand image di benak pengikutnya. Kerangka teoritis penelitian ini menggunakan model media sosial dari Kim & Ko (2012) yang mencakup dimensi entertainment, interaction, trendiness, dan customization, serta teori brand image dari Kotler (2017) yang menekankan kualitas, keandalan, inovasi, dan asosiasi merek. Penelitian dilakukan melalui penyebaran kuesioner kepada 100 responden yang merupakan pengikut akun TikTok @tenuedeattire, dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa terdapat hubungan positif dan signifikan antara aktivitas TikTok dengan brand image. Hasil uji regresi menghasilkan nilai R Square sebesar 0,624, yang berarti 62,4% variasi persepsi brand image dipengaruhi oleh konten dan aktivitas TikTok. Konten yang menarik, interaktif, dan relevan dengan tren terbukti efektif dalam membentuk citra positif terhadap merek. Kesimpulannya, strategi konten yang konsisten dan sesuai dengan karakteristik audiens di TikTok terbukti mampu memperkuat brand image Tenue De Attire. Penelitian ini memberikan kontribusi teoritis dalam ranah komunikasi pemasaran digital serta menjadi panduan strategis bagi brand fashion lokal. Kata Kunci: TikTok, Brand Image, Media Sosial, Tenue De Attire, Komunikasi Pemasaran

Item Type: Thesis (S1)
Call Number CD: FK/PR. 25 178
NIM/NIDN Creators: 44221010164
Uncontrolled Keywords: TikTok, Brand Image, Media Sosial, Tenue De Attire, Komunikasi Pemasaran
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 808 Rhetoricand Collections of Literary/Retorik, Retorika dan Kumpulan Karya Sastra > 808.5 Rhetoric of Speech/Retorik Pidato > 808.54 Recitation/Gaya Membaca > 808.543 Storytelling/Mendongeng
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: khalimah
Date Deposited: 02 Oct 2025 03:33
Last Modified: 02 Oct 2025 03:33
URI: http://repository.mercubuana.ac.id/id/eprint/98686

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