THE INFLUENCE OF SOCIAL MEDIA MARKETING TIKTOK TO BRAND AWARENESS AND PURCHASE INTENTION (CASE STUDY ON ANCIENT SUMMER)

• Main Author: Aulia Amanah, Rizqi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83108
• Institution: Institut Teknologi Bandung

Social media has become the primary platform for home decor enthusiasts in Indonesia seeking inspiration. TikTok, utilized by Ancient Summer as a marketing medium to enhance brand awareness and purchase intent in the home decor industry. Despite being active on TikTok with high engagement levels, Ancient Summer has not experienced significant sales growth, and some products have even declined. This study aims to investigate the impact of TikTok's social media marketing on brand awareness and purchase intention in the home decor industry. With rapid growth in TikTok usage as a popular social media platform, its influence on brand awareness and purchase intention has become a crucial topic in digital marketing. The research utilizes descriptive and regression analysis methods to collect and analyze data from respondents who are followers of Ancient Summer on TikTok. The findings indicate that TikTok has a significantly positive impact on consumer purchase intention. These findings suggest that TikTok is effective not only as a tool to increase brand visibility but also in influencing consumer attitudes and purchase decisions. This research provides valuable insights for marketing practitioners in the home decor industry to fully leverage TikTok's potential as a strategic channel to enhance consumer engagement and achieve their marketing goals. Practical implications of these findings include developing content strategies that focus more on aesthetics and utilizing TikTok's unique features to effectively reach target audiences.