Asra Massuara, Fatmasari Fatmasari, Andrew Ridow Johanis Metekohy

Analisis Penggunaan Media Sosial Tiktok Dalam Meningkatkan Brand Awareness NezzMG Aesthetic Clinic

Introduction

Analisis penggunaan media sosial tiktok dalam meningkatkan brand awareness nezzmg aesthetic clinic. Studi ini menganalisis pengaruh konten, konsistensi, dan frekuensi unggahan TikTok dalam meningkatkan brand awareness NezzMG Aesthetic Clinic secara signifikan.

Abstract

TikTok merupakan media sosial yang dimanfaatkan oleh Nezzmg Aesthetic Clinic untuk meningkatkan brand awareness. Penelitian ini bertujuan untuk menganalisis pengaruh konten serta konsistensi dan frekuensi unggahan TikTok terhadap brand awareness Nezzmg Aesthetic Clinic. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik simple random sampling terhadap 94 responden pengguna TikTok. Data dikumpulkan melalui penyebaran kuesioner. Hasil penelitian menunjukkan bahwa variabel konten berpengaruh signifikan terhadap brand awareness dengan nilai signifikansi sebesar 0,002 dan nilai t hitung sebesar 3.200. Variabel konsistensi dan frekuensi unggahan juga berpengaruh signifikan terhadap brand awareness dengan nilai signifikansi sebesar 0,000 dan nilai t hitung sebesar 6.405. Nilai koefisien determinasi (R square) sebesar 0,672 menunjukkan bahwa konten serta konsistensi dan frekuensi unggahan secara bersama-sama memengaruhi brand awareness sebesar 67,2%, sedangkan sisanya sebesar 32,8% dipengaruhi oleh variabel lain di luar penelitian ini. Secara simultan, konten serta konsistensi dan frekuensi unggahan berpengaruh signifikan terhadap brand awareness dengan nilai F hitung sebesar 93,072.

Review

The paper "Analisis Penggunaan Media Sosial Tiktok Dalam Meningkatkan Brand Awareness NezzMG Aesthetic Clinic" addresses a highly pertinent topic in contemporary marketing: the strategic utilization of TikTok for enhancing brand awareness. The study's clear objective is to quantitatively assess the influence of content, consistency, and frequency of TikTok uploads on the brand awareness of NezzMG Aesthetic Clinic. Employing a quantitative research design, the authors gathered data from 94 TikTok users through questionnaires, utilizing a simple random sampling technique. This methodological approach is well-suited for identifying and quantifying the statistical relationships between the selected independent variables and brand awareness. The findings presented are robust and statistically significant, providing strong evidence for the effectiveness of TikTok as a marketing tool. Specifically, the research indicates that content plays a significant role in influencing brand awareness, with a p-value of 0.002 and a t-statistic of 3.200. Similarly, the consistency and frequency of uploads are also shown to be significantly impactful, boasting an even stronger relationship with a p-value of 0.000 and a t-statistic of 6.405. Collectively, these variables—content, consistency, and frequency—account for a substantial 67.2% of the variance in brand awareness (R-square = 0.672), with the remaining 32.8% attributed to other unexamined factors. The simultaneous analysis further confirms their combined significant influence, highlighted by an F-statistic of 93.072. The study's primary strength lies in its empirical validation of TikTok's role in brand awareness, offering clear, actionable insights for businesses, particularly within the aesthetic industry. The quantitative data provides concrete evidence that can guide strategic marketing decisions regarding social media presence. While the findings are compelling, the abstract also points towards avenues for future research. The unexplained variance of 32.8% suggests that other factors not included in this study significantly contribute to brand awareness. Future investigations could explore specific content strategies (e.g., educational vs. promotional content), the impact of user engagement metrics, or qualitative insights into how users perceive and interact with clinic content on TikTok to provide a more holistic understanding.

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