Analysis of the Relationship Between TikTok Engagement and SME Brand Awareness Using Pearson Correlation and Linear Regression: Case Study: Fanny’s Lapis Labu Samarinda

Wulan Novitasari (Sistem Informasi, Jl. M. Yamin No.25, Gn. Kelua, Kec. Samarinda Ulu, Kota Samarinda, Kalimantan Timur 75123)
Wahyuni (Teknik Informatika, Jl. M. Yamin No.25, Gn. Kelua, Kec. Samarinda Ulu, Kota Samarinda, Kalimantan Timur 75123)
Ita Arfyanti (Sistem Informasi, Jl. M. Yamin No.25, Gn. Kelua, Kec. Samarinda Ulu, Kota Samarinda, Kalimantan Timur 75123)

Jurnal Teknologi dan Manajemen Informatika
Vol. 12 No. 1 (2026): Juni 2026

The increasing use of social media, particularly TikTok, has strengthened its role as a digital marketing platform that encourages customer interaction and enhances brand awareness. This study investigates the relationship and influence of TikTok engagement on brand awareness in SME Fanny’s Lapis Labu Samarinda. A quantitative approach was implemented using questionnaire responses obtained from 100 participants. The collected data were analyzed through Pearson correlation and simple linear regression techniques. The findings reveal that TikTok engagement has a very strong and statistically significant positive relationship with brand awareness, as indicated by a correlation coefficient of 0.839. In addition, TikTok engagement explains 70.5 percent of the variation in brand awareness. These results confirm the substantial contribution of TikTok engagement to strengthening brand awareness among SMEs. Furthermore, user interaction data generated through TikTok can be utilized as strategic information to support more effective data-driven marketing decisions.