The Influence of Social Media Marketing on Consumer Brand Engagement (Adidas Study on Tiktok Application in Bandung City) - Dalam bentuk pengganti sidang - Artikel Jurnal

ABI NUBLI ADZHANI

Informasi Umum

Kode

24.04.042

Klasifikasi

381.33 - Consumer information, Research, Testing of products, Consumer education, Evaluation of products and services, Evaluation and purchasing manuals

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Skripsi, Social Media Marketing,

Dilihat

540 kali

Informasi Lainnya

Abstraksi

<p>Brand marketing has become increasingly significant in the rapidly changing digital era, with social media platforms such as TikTok playing a particularly crucial role. Adidas, a prominent player in the business, is actively interacting with its target audience on TikTok, specifically focusing on the Bandung region. The extent of TikTok's impact on customer interaction with the Adidas brand remains uncertain. This research aims to explore the issue and extract perceptive marketing strategies applicable in the digital era. This study examines the impact of social media marketing, namely on the TikTok app, on customer involvement with businesses, with a specific focus on the Adidas account in Bandung City. This study utilized a purposive sample approach and an online questionnaire to identify 417 individuals, all aged between 17 and 25, who are active social media users and follow the Adidas account on TikTok. The research demonstrates that several factors exert substantial influence on one another as well as on the variables of brand awareness, brand image, customisation, entertainment, consumer behavior, brand engagement, interaction, and consumer brand engagement. Nevertheless, the level of trendiness does not have a substantial impact on consumer brand engagement. Companies such as Adidas may utilize the discoveries from this study to enhance the creation of more effective social media marketing efforts.</p>