Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia

S. Rimadias, Nesta Alvionita, Adinda Putri Amelia
{"title":"Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia","authors":"S. Rimadias, Nesta Alvionita, Adinda Putri Amelia","doi":"10.21512/tw.v22i2.7597","DOIUrl":null,"url":null,"abstract":"The research aims to examine the factors that form brand awareness and brand image of the tourism sector in Indonesia by using the model social media marketing on TikTok platform. The research was conducted quantitative methods using a survey of 220 respondents who were users of the TikTok application. Data collection was carried out from April to May 2021, and processed using Structural Equation Model Partial Least Square (SEM PLS). Convenience sampling was used in this research. The results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. Trendiness and customization do not affect consumer brand engagement. Furthermore, consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. The implication of this research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in Indonesia using the model Social Media Marketing on TikTok.","PeriodicalId":34364,"journal":{"name":"Journal the Winners","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"7","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal the Winners","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21512/tw.v22i2.7597","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 7

Abstract

The research aims to examine the factors that form brand awareness and brand image of the tourism sector in Indonesia by using the model social media marketing on TikTok platform. The research was conducted quantitative methods using a survey of 220 respondents who were users of the TikTok application. Data collection was carried out from April to May 2021, and processed using Structural Equation Model Partial Least Square (SEM PLS). Convenience sampling was used in this research. The results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. Trendiness and customization do not affect consumer brand engagement. Furthermore, consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. The implication of this research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in Indonesia using the model Social Media Marketing on TikTok.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
利用TikTok在社交媒体营销中创造印尼旅游业的品牌知名度、品牌形象和品牌忠诚度
该研究旨在通过使用TikTok平台上的模型社交媒体营销来研究形成印度尼西亚旅游业品牌意识和品牌形象的因素。此次调查以使用抖音的220名用户为对象,进行了定量分析。数据收集于2021年4月至5月进行,并使用结构方程模型偏最小二乘法(SEM PLS)进行处理。本研究采用方便抽样。结果表明,娱乐、电子口碑和互动对消费者品牌参与有积极影响。潮流和定制不会影响消费者的品牌参与。此外,消费者品牌参与正向影响品牌忠诚度、品牌知名度和品牌形象。本研究的意义为管理者和决策者制定战略,利用TikTok上的社交媒体营销模式改善印度尼西亚的旅游业提供了参考。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
自引率
0.00%
发文量
0
审稿时长
24 weeks
期刊最新文献
Abnormal Return Analysis Before and After General Election in Asia The Importance of Brand Stories towards Brand Perception and Purchase Intention in Gen Z Indonesians Hot-Fit Model to Measure the Effectiveness and Efficiency of Information System in Public Sector Analysis of Regional Budget Management Performance at Regional Finance Agency of Pamekasan Regency Social Capital in Family Firms: Impacts on Family-Longevity-Goals and Performances
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1