The Role of Brand Image and Brand Awareness in Micro, Small, and Medium Enterprises (MSMEs) Toward Tiktok Social Media Marketing Activities
1Fayza Aliyya Ramadhani, 2Nurjanti Takarini
1,2Management Study Program, Faculty of Economics and Business, UPN “Veteran” Jawa Timur, Indonesia.
https://doi.org/10.47191/jefms/v6-i12-39ABSTRACT:
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.
KEYWORDS:
brand image, brand awareness, social media marketing activity, TikTok.
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