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All Journal JURNAL PENDIDIKAN TAMBUSAI Jurnal Penelitian Kesejahteraan Sosial Jurnal Review Pendidikan dan Pengajaran (JRPP) Risenologi Interaksi Peradaban: Jurnal Komunikasi dan Penyiaran Islam Jurnal Ilmu Komunikasi KREATIF: Jurnal Pengabdian Masyarakat Nusantara Dakwatussifa: Journal of Da'wah and Communication Jurnal Ilmiah Teknik Informatika dan Komunikasi Innovative: Journal Of Social Science Research Faedah: Jurnal Hasil Kegiatan Pengabdian Masyarakat Indonesia Da'watuna: Journal of Communication and Islamic Broadcasting International Journal of Social Science and Humanity
Mentari Anugrah Imsa
Universitas Negeri Jakarta
Religion Agriculture, Biological Sciences & Forestry Humanities Chemistry Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Pengaruh Electronic Word of Mouth (E-WOM) terhadap Brand Awareness Produk Scarlett di Media Sosial TikTok Muthia Aulia Pradipta; Qoryna Noer Seyma; Mentari Anugrah Imsa; Asep Soegiarto; Menati Fajar Rizki
Jurnal Ilmiah Teknik Informatika dan Komunikasi Vol. 5 No. 1 (2025): Maret-Juni : Jurnal Ilmiah Teknik Informatika dan Komunikasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/juitik.v5i1.1375

Abstract

Scarlett, a local beauty brand, has achieved significant success in its marketing efforts, particularly through the strategic exploitation of electronic word-of-mouth (e-WOM) on the social media platform TikTok. By leveraging reviews, testimonials, and recommendations from users and influencers, Scarlett drives interactions that increase brand awareness. In this context, e-WOM serves as a strategic communication instrument that can be utilized by PR practitioners to foster good brand perception. For this purpose, a quantitative approach was used, which involved distributing a questionnaire to 100 TikTok users who follow Scarlett’s official account. The findings of the current study prove that the dimensions of e-WOM, specifically intensity, opinion, and content, have a significant influence on Scarlett’s brand awareness. The findings of this study prove that the integration of social media and E-WOM (Electronic Word-of-Mouth) in PR strategies is a crucial factor in strengthening a brand’s presence in the contemporary digital landscape, which is characterized by increasing competition.
PENGARUH SYIFA HADJU SEBAGAI BRAND AMBASSADOR TERHADAP BRAND IMAGE PRODUK GLAD2GLOW (ANALISIS FOLLOWERS INSTAGRAM @Glad2Glow DI KALANGAN GENERASI Z) Kartika, Mega Ardhiani; Seyma El Farabi, Qoryna Noer; Wina Puspita Sari; Muria Putriana; Mentari Anugrah Imsa
Dakwatussifa: Journal of Da'wah and Communication Vol. 4 No. 2 (2025): Volume 4 Nomor 2 Tahun 2025
Publisher : STIT Sirojul Falah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56146/dakwatussifa.v4i2.264

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Syifa Hadju sebagai brand ambassador terhadap brand image produk Glad2Glow di kalangan Generasi Z. Latar belakang penelitian ini adalah meningkatnya penggunaan produk skincare di Indonesia dan strategi pemasaran dengan menggunakan figur publik. Metode penelitian menggunakan pendekatan kuantitatif eksplanatif melalui survei kuesioner terhadap 100 followers Instagram @Glad2Glow usia 15-25 tahun. Hasil penelitian menunjukkan Syifa Hadju berpengaruh signifikan terhadap brand image Glad2Glow. Dimensi Visibility, Credibility, Attraction, dan Power pada Syifa Hadju membentuk citra merek positif di benak konsumen, meningkatkan kepercayaan dan preferensi pembelian. Temuan ini menunjukkan pemilihan brand ambassador yang sesuai dapat menjadi strategi komunikasi pemasaran efektif di era digital. Praktisi PR dan pemasar kosmetik perlu mempertimbangkan penggunaan figur publik relevan untuk membangun brand image yang kuat. Kata kunci : Brand Ambassador, Brand Image, Glad2Glow, Generasi Z, Syifa Hadju
Pengaruh Kredibilitas Konten TikTok @dokterdetektif terhadap Minat Beli Produk Skincare Asriv Nurul Al Faris; Qoryna Noer Seyma; Asep Soegiarto; Mentari Anugrah Imsa; Abdul Kholik
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The skincare industry has experienced rapid growth accompanied by excessive promotional claims lacking scientific basis, prompting the need for credible educational content. The TikTok account @dokterdetektif emerged in response to this issue by presenting products reviews based on laboratory test results. This study aims to measure the extent to which the credibility of @dokterdetektif TikTok account influences purchase intention of skincare products. A quantitative research method with a survey approach was used, involving 100 respondents who follow the @dokterdetektif account. The research instrument was developed based on Source Credibility Theory (expertise, trustworthiness, attractiveness) and purchase intention indicators (transactional, preferential, referential, exploratory). The results of a simple linear regression test show that the t value 10.456 > t table 1,984 with a significance level < 0.05, and a coefficient of determination (R2) of 0.527, indicating that content credibility explains 52,7% of the variation in purchase intention. These findings conclude that credible educational content on TikTok significantly influences purchase intention and has the potential to be an effective digital communication strategy on social media.
Co-Authors Abdul Kholik Abdul Kholik Alfiasari Anggun Nadia Fatimah Anissah Putri Febrianti Wiyono Asep Soegiarto Asep Soegiarto Asriv Nurul Al Faris Faqih Barelvi Firdaus Hadi Santosa Kartika, Mega Ardhiani Menati Fajar Rizki Menati Fajar Rizky Muria Putriana Muthia Aulia Pradipta Najla Hanna Qonita Qoryna Noer Seyma Rahmat Darmawan Rinie Octaviany Hasan Rizky Kurniawan Pramudya Seyma El Farabi, Qoryna Noer Shakira Yasmin Az zahra Siti Lintang Oktiara Tiaradiqta Rizky Asharia Putri Wina Puspita Sari Yoga Darma Pratama