The Role of Brand Image and Brand Awareness in Micro, Small, and Medium Enterprises (MSMEs) Toward Tiktok Social Media Marketing Activities

Abstract

This study aims to examine how important the role of brand image and brand awareness in MSMEs is to TikTok social media marketing activities. The research was conducted using quantitative methods through distributing questionnaires to 52 respondents who followed Slinkywhite's TikTok account. Data collection was carried out from October to November 2023 and processed using Partial Least Square (PLS). With the research results that Social Media Marketing Activities have a positive effect on Brand Image and Brand Awareness.