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All Journal Jejak digital: Jurnal Ilmiah Multidisiplin
Rahma Ayu Agustin
Universitas Bina Sarana Informatika
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Analisis Efektivitas Media Sosial Tiktok Sebagai Sarana Promosi Brand Jiniso Pada Gen Z di Wilayah Jakarta Pusat Rahma Ayu Agustin; Isyana Emita
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/kqhm5779

Abstract

This study aims to analyze the effectiveness of TikTok social media as a promotional tool for the JINISO brand among Generation Z in Central Jakarta and to identify the aspects that support the effectiveness of its promotional activities. This research used a descriptive quantitative approach. Data were collected through a digital questionnaire using a five-point Likert scale. Respondents were selected using non-probability sampling with a purposive sampling approach, with criteria including Generation Z who resided or were active in Central Jakarta, had an active TikTok account, and had been exposed to JINISO promotional content. A total of 122 respondents were analyzed using descriptive statistics with IBM SPSS 27. The results showed that the TikTok as a Promotional Tool variable obtained a mean score of 85.48 out of 100, with a standard deviation of 6.115. Meanwhile, the Promotion Effectiveness variable based on the AIDA model obtained a mean score of 55.70 out of 65, with a standard deviation of 4.599. The findings indicate that JINISO's TikTok promotional activities received positive assessments from Gen Z respondents and were able to support attention, interest, desire, and action toward the promoted products.
Co-Authors Isyana Emita