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Desi Ratnasari
Program Studi Teknik Kimia, FTI, Institut Teknologi Sepuluh Nopember (ITS), Kampus ITS Sukolilo,Surabaya 60111
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Journal : Journal of Managerial Sciences and Studies

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The Influence of Brand Activation and Brand Image Using Tiktok @Kedas Beauty Pusat on Reseller Involvement in Kedas Beauty Products in South Sulawesi Ratnasari, Desi; Nays, Sudarnice; Kumalasari, Fitri
Journal of Managerial Sciences and Studies Vol. 2 No. 1 (2024): April: Journal of Managerial Sciences and Studies
Publisher : PT. Mawadaku Sukses Solusindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61160/jomss.v2i1.38

Abstract

This research aims to determine: (1) The influence of brand activation using TikTok @Kedas Beautycentral on reseller involvement in Kedas Beauty products in South Sulawesi (2) The influence of brand image using TikTok @Kedas Beauty Pusat on reseller involvement in Kedas Beauty products in South Sulawesi. This research uses a quantitative method approach. Data collection in this research used literature studies, observations, interviews, distributing questionnaires via Google From. The population of this research is all resellers in South Sulawesi. Meanwhile, the sample for this study was 67 people. Research instrument testing uses validity and reliability tests with SPSS 2.0. The data analysis technique used in this research is measurement model testing (outer model) and structural model testing (inner model) with Smart PLS 3.0. Based on the research results, it is known that there is a positive and significant influence between the brand activation variable on reseller involvement. This is proven by the original sample value of 0.365 and the t-statistic of 3.871 which is higher than the t-table value of 1.96 and brand image also has a positive and significant effect on reseller involvement because the original sample value is 0.596 and the t-statistic is 6.478 more. The size of the t-table value is 1.96. So the brand activation and brand image variables have a positive and significant effect on reseller involvement of 84.2%.
Co-Authors Adiwijaya, Satria Nugraha Agung Nugroho AGUNG SRI SULISTYAWATI, AGUNG SRI Agus Halim Agus Muliadi Alfian, Iqbal Amalia, Putri Husnul Aminullah Aminullah, Aminullah Andi Saputra Anjarwati Anjarwati, Anjarwati Apriadi, Robby Apriliana, Baiq Sintia Arif, April Mulyanas Arifin, Ahmad Aris Arik Prasetya, Arik Aryani, Nofi Asmaul Husna Asroriah, Siti Atun Soleha, Asri Azis, Nur Butar Butar, Dinalara D Dedy Miswar Dewi, Dita Triana Durrotun Nafisah, Khilda Dwi Viola, Citta Efendi, Sutrian Eka Paramita Endang Chumaidiyah F.Y Khosmas Fachrian, Zian Fadly Azhar Fajri, Surya Farahdinny Siswajanthy Fikri, Irma Wahyu Fitri Kumalasari, Fitri Fitriani Fitriani Fredi Ganda Putra Guntara, Yudi Habibullah, Abd Wachid Hadawiyah, Roqib Atul Hadriana Hadriana Hamidah Nayati Utami Hartoyo, Servasius hasanah, shofia mauizotun Hayat, Nurul Hi. Abdullah, Dinar Mardiana Hunaepi, Hunaepi I Gede Sugiyanta Ida Ermiana Iwan Stia Budi Jatiningsih, Irmayanti Diah Jayusman Jayusman Johar Amir Juliawati, Ema Jurnal Wicara Kartikawati, S M Kurnianto, Alexander Andi Kusuma Wardhani, Hilda Aqua Lestari, Desak Putu M. Yamin M., Asia Maharani, Anissa Listiana Mardiana, Ana Maria Ulfah Mashur Mashur, Mashur Meilan Sugiarto Miftahul Ulum Mirawati, Baiq Mohammad Yasir Fauzi Muflihati, . Muhamad Muhamad Muhammad Aqil Mustari, Ozy Muti’ah, Dewi Na'mah, Lutfia Uli NABILA, RIKA Ngaji, Irma Utu Ni Made Ariani Nikodemus Niko, Nikodemus Ningrat, Hadi Kusuma Nirmala, Aulia Patra Nirmala Noor Hidayah Nur Wahyunianti Dahri NurAlia Nurhidayah, Rika Nurul Aeni Nurwasilah, Nurwasilah Octaviani, Venny Adhita Purnama Dewi, Anniza Putra, Edy Semara Revani, Restu Riadah, Riadah Rini Mutahar Roemintoyo Roemintoyo Rosalia Dwi Fadma Tjahjanti Sadeli, Sadeli Saputra, Rahmad Kurniawan Sari, Diah Permana Siti Halidjah Solly Aryza Sri Susilawati Sri Utami Subandi Subandi Sudarnice, Sudarnice Sugeng, Santoso Suharti SUHIRMAN SUHIRMAN Sulaeman, Maman Sulihan, Sulihan Sulistyaningsih Sulistyaningsih supiyana, Nur Valen, Andri Vera Mandailina, Vera Wahdah, Ulya Wardhani, Hilda Aqua Kusuma Wennya Naurahlatifa, Nadiahhanun Winarno Winarno Woestho, Choiroel Yogi Permana Yulisetyaningrum, Y Zakariah, Ibrahim Zeynia, Frya