Analysis the Use of Social Media Tiktok to Build Brand Awareness of Npure Skincare Products Among Generation Z

Shinta Wahyu Hati; Indah Rahma Yuniati

doi:10.30871/jaba.v7i2.6352

Shinta Wahyu Hati
Indah Rahma Yuniati

DOI: https://doi.org/10.30871/jaba.v7i2.6352

Abstract

This study analyzes how using TikTok social media can help build brand awareness of NPURE skincare products among Generation Z in Batam City. The research population comprises Generation Z individuals who use TikTok social media and NPURE products in Batam City. The sample of 100 respondents was obtained through the purposive sampling method. The data was collected by distributing questionnaires. This study utilized multiple regression analysis. The results suggest that content marketing variables have a partially positive, yet insignificant, impact on building brand awareness among Generation Z individuals. On the other hand, influencers and psychological factors have a partially positive and significant influence on building brand awareness among Generation Z individuals. Moreover, a combination of content marketing variables, influencers, and psychological factors positively and significantly influences building brand awareness among Generation Z individuals.

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