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All Journal Journal of Humanities and Social Studies International Journal of Multidisciplinary Research and Literature (IJOMRAL)
Maghfiroh, Mutiara Lailatul
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Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Other

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THE INFLUENCE OF DIGITAL TIKTOK MARKETING CONTENT ON BRAND IMAGE IN KEMAIU PRODUCTS Maghfiroh, Mutiara Lailatul; Mandasari, Virginia
International Journal of Multidisciplinary Research and Literature Vol. 3 No. 1 (2024): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijomral.v3i1.195

Abstract

This research aims to analyze the influence of TikTok content on the brand image of Kemaiu products. The research method involved a survey of TikTok users related to Kemaiu products. Findings show that TikTok content has a positive impact on Kemaiu's brand image, increasing consumer awareness and positive perceptions of the product. Factors such as creativity, authenticity, and interaction between content and audience play a key role in building a strong brand image. Managerial implications include the importance of content-based marketing strategies to harness TikTok's potential in strengthening brand identity and consumer appeal. This research sample had 34 respondents using a sampling method, namely by using sampling with certain considerations. The results of this research show that digital TikTok content has a positive and significant effect on the brand image of Kemaiu products
The Effect Of Live Streaming, Brand Image, And Product Quality On Purchasing Decisions On The Tiktok Platform Bromen Products In Surabaya Maghfiroh, Mutiara Lailatul; Pudjoprastiono, Hery
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 9, No 2 (2025): Journal of Humanities and Social Studies
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v9i2.12014

Abstract

The development of live streaming activities on e-commerce platforms has changed the way consumers make purchasing decisions. This study aims to analyze the effect of live streaming, brand image, and product quality on purchasing decisions on Bromen products in Surabaya. This study used a quantitative approach by distributing questionnaires to 105 respondents and analyzing them using the Partial Least Square (PLS) method. The results showed that live streaming and product quality had a positive and significant effect on purchasing decisions, while brand image had no significant effect. This finding indicates that aspects of live interactivity and product quality are more decisive than perceptions of brand image in shaping purchasing decisions in the digital era.
Co-Authors Mandasari, Virginia Pudjoprastiono, Hery