Pengaruh Digital Marketing melalui Platform TikTok terhadap Awareness Brand “Skintific”

Rizky Arthandi Aripin; Fahmi Fuad Cholagi; Harvia Atika Zahira

doi:10.36312/educatoria.v6i4.1693

Authors

Rizky Arthandi Aripin Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Jalan Kumbang Nomor 14, Bogor, Jawa Barat 16128, Indonesia
Fahmi Fuad Cholagi Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Jalan Kumbang Nomor 14, Bogor, Jawa Barat 16128, Indonesia
Harvia Atika Zahira Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Jalan Kumbang Nomor 14, Bogor, Jawa Barat 16128, Indonesia

DOI:

https://doi.org/10.36312/educatoria.v6i4.1693

Keywords:

Brand Awareness, Digital Marketing, Generation Z, Skintific, TikTok

Abstract

The development of social media has changed the marketing strategy of companies from conventional methods to more interactive and effective digital marketing. One platform that is widely used as a marketing medium is TikTok because it has an algorithm that is able to reach a wide range of users through short video content. Skintific is one of the skincare brands that actively utilizes TikTok to increase brand awareness among Generation Z. This study aims to determine the effect of digital marketing through the TikTok platform on brand awareness of Skintific products among Generation Z. The study used a quantitative approach with a survey method. The sampling technique used purposive sampling with a sample of 50 respondents who met the research criteria, namely aged 17-25 years, actively using TikTok for at least one hour per day, and having seen Skintific promotional content on TikTok. Data were collected through a Google Form-based questionnaire using a five-point Likert scale. Data analysis was carried out using validity tests, reliability tests, normality tests, simple linear regression, t-tests, and coefficients of determination with the help of IBM SPSS Statistics. The results showed that digital marketing through TikTok has a positive influence on brand awareness of Skintific products. The findings of this study provide input for companies in developing more effective digital marketing strategies and serve as a reference for further research on digital marketing in the beauty industry.

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