The Role of Brand Image and Brand Awareness in Micro, Small, and Medium Enterprises (MSMEs) Toward Tiktok Social Media Marketing Activities
Journal Title: Journal of Economics, Finance and Management Studies - Year 2023, Vol 6, Issue 12
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.
Authors and Affiliations
Fayza Aliyya Ramadhani, Nurjanti Takarini
Keywords
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- EP ID EP729672
- DOI 10.47191/jefms/v6-i12-39
- Views 35
- Downloads 0
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