The Influence Of The Short Review Product Of The Something Brand On The Tiktok Application On The Brand Awareness Among The USU FISIP Student
The Effect of "Review" of Somethinc Products in Tiktok on Brand Awareness among USU FISIP Students: A Quantitative Study
Introduction
In today's digital age, social media platforms have become an essential tool for businesses to reach their target audience and build brand awareness. Among these platforms, Tiktok has emerged as a popular short video-sharing app that has gained immense popularity among the younger generation. The platform has become a hub for influencers and users to share interesting content, including product reviews. This study aims to investigate the influence of the "Review" of Somethinc products in the Tiktok application on brand awareness among USU FISIP students.
Background
The rise of social media has transformed the way businesses market their products and services. Traditional marketing strategies have given way to more interactive and digital approaches. Tiktok, with its short video format and vast user base, has become an attractive platform for businesses to reach their target audience. The platform's algorithm-driven "For You" page ensures that users are exposed to content that is relevant to their interests, making it an ideal platform for businesses to build brand awareness.
Research Methods
This study employed a correlational quantitative method to investigate the influence of the "Review" of Somethinc products in Tiktok on brand awareness among USU FISIP students. The research population consisted of all 2,311 USU FISIP students, with a sample size of 95 students selected using the Slovin formula with a 10% precision and a 90% confidence level. The sampling technique applied was proportional stratified random sampling, purposive sampling, and accidental sampling. Data was collected through a questionnaire and analyzed using the validity test, reliability test, single table analysis, cross table analysis, and the Spearman level coefficient hypothesis test.
Research Results
The results of this study showed that the USU FISIP students had a positive view of the "Review" of Somethinc products in the Tiktok application. The majority of respondents also showed brand awareness of Somethinc at the "top of mind" level. The hypothesis test revealed a significant relationship between the "Review" of Somethinc's products in Tiktok and brand awareness among USU FISIP students, with a correlation coefficient value of 0.578. The correlation determination test showed that the "Review" of Somethinc's product in Tiktok had an effect of 33% on brand awareness among USU FISIP students.
Analysis and Discussion
The results of this study indicate that the "Review" of products in Tiktok has a significant influence on brand awareness among USU FISIP students. This suggests that the Tiktok platform can be an effective medium for building brand awareness, especially among the younger generation. Several factors support this result:
*** Credibility of Influencer: ** USU FISIP students tend to trust the "Review" of products shared by the influencer they follow in Tiktok. Credible and influential influencers can build trust and increase consumer interest in the products they "Review". *** Interesting and Interactive Content: ** "Review" products in Tiktok are generally packaged in interesting and interactive short video formats. This makes content easier to understand and remember, so it is more effective in increasing brand awareness. *** Ease of Access: ** Tiktok is easily accessible and used by everyone, including USU FISIP students. This ease of access allows the "Review" of products to reach a wider audience target and increase opportunities to build brand awareness.
Conclusion
This study shows that the "Review" of Somethinc's product in the Tiktok application has a significant influence on brand awareness among USU FISIP students. This provides insight for marketers to utilize the Tiktok platform as an effective medium in building brand awareness among the younger generation.
Suggestion
Some suggestions that can be taken from this study are:
*** Utilizing Tiktok Influencer: ** Brands can collaborate with relevant Tiktok influencers to promote their products and increase brand awareness among USU FISIP students. *** Creating interesting and interactive content: ** Important for brands to create interesting and interactive short video content to attract attention and increase engagement of Tiktok users. *** Monitor Tiktok Trends: ** Brands need to monitor trends and challenges that are popular in Tiktok to create relevant and viral content.
This research can be a reference for further research on the influence of social media on brand awareness, especially among the younger generation. Further research can be done by considering other factors that might affect brand awareness, such as the influence of peers and personal experience.
Limitation
This study has some limitations. Firstly, the sample size was relatively small, which may not be representative of the entire USU FISIP student population. Secondly, the study only focused on the influence of the "Review" of Somethinc products in Tiktok on brand awareness among USU FISIP students, and did not consider other factors that might affect brand awareness. Future studies can address these limitations by increasing the sample size and considering other factors that might affect brand awareness.
Future Research
Future research can build on this study by exploring other factors that might affect brand awareness, such as the influence of peers and personal experience. Additionally, future studies can investigate the effectiveness of other social media platforms in building brand awareness among the younger generation. By exploring these factors, marketers can develop more effective marketing strategies to reach their target audience and build brand awareness.
Conclusion
In conclusion, this study shows that the "Review" of Somethinc's product in the Tiktok application has a significant influence on brand awareness among USU FISIP students. This provides insight for marketers to utilize the Tiktok platform as an effective medium in building brand awareness among the younger generation. By understanding the factors that influence brand awareness, marketers can develop more effective marketing strategies to reach their target audience and build brand awareness.
Frequently Asked Questions (FAQs) about the Effect of "Review" of Somethinc Products in Tiktok on Brand Awareness among USU FISIP Students
Q: What is the main objective of this study?
A: The main objective of this study is to investigate the influence of the "Review" of Somethinc products in the Tiktok application on brand awareness among USU FISIP students.
Q: What is the research method used in this study?
A: This study employed a correlational quantitative method to investigate the influence of the "Review" of Somethinc products in Tiktok on brand awareness among USU FISIP students.
Q: What is the sample size of this study?
A: The sample size of this study is 95 students, selected using the Slovin formula with a 10% precision and a 90% confidence level.
Q: What is the significance of this study?
A: This study provides insight for marketers to utilize the Tiktok platform as an effective medium in building brand awareness among the younger generation.
Q: What are the factors that support the result of this study?
A: The factors that support the result of this study are:
*** Credibility of Influencer: ** USU FISIP students tend to trust the "Review" of products shared by the influencer they follow in Tiktok. *** Interesting and Interactive Content: ** "Review" products in Tiktok are generally packaged in interesting and interactive short video formats. *** Ease of Access: ** Tiktok is easily accessible and used by everyone, including USU FISIP students.
Q: What are the limitations of this study?
A: This study has some limitations, including a relatively small sample size and a focus on the influence of the "Review" of Somethinc products in Tiktok on brand awareness among USU FISIP students, without considering other factors that might affect brand awareness.
Q: What are the suggestions for future research?
A: Future research can build on this study by exploring other factors that might affect brand awareness, such as the influence of peers and personal experience. Additionally, future studies can investigate the effectiveness of other social media platforms in building brand awareness among the younger generation.
Q: What are the implications of this study for marketers?
A: This study provides insight for marketers to utilize the Tiktok platform as an effective medium in building brand awareness among the younger generation. Marketers can develop more effective marketing strategies to reach their target audience and build brand awareness by understanding the factors that influence brand awareness.
Q: What are the potential applications of this study?
A: The potential applications of this study include:
*** Developing effective marketing strategies to reach the younger generation. *** Utilizing social media platforms to build brand awareness. *** Creating engaging and interactive content to attract attention and increase engagement.
Q: What are the potential limitations of this study?
A: The potential limitations of this study include:
*** Generalizability of the results to other populations. *** Limited scope of the study, focusing only on the influence of the "Review" of Somethinc products in Tiktok on brand awareness among USU FISIP students.
Q: What are the potential future directions of this study?
A: The potential future directions of this study include:
*** Exploring other factors that might affect brand awareness, such as the influence of peers and personal experience. *** Investigating the effectiveness of other social media platforms in building brand awareness among the younger generation. *** Developing more effective marketing strategies to reach the younger generation.