Authors :
Bellananda Charisma Adesyafira; Dr. Wiwik Handayani
Volume/Issue :
Volume 8 - 2023, Issue 12 - December
Google Scholar :
http://tinyurl.com/vj7d7dcj
Scribd :
http://tinyurl.com/4vvcnf23
DOI :
https://doi.org/10.5281/zenodo.10478484
Abstract :
TikTok, as a rising social media platform, has
become a focal point for many companies in their efforts
to increase their brand visibility. This research explores
how TikTok has changed the marketing paradigm and
introduced new opportunities for health system providers
to increase Brand Awareness. This research aims to
examine the influence of entertainment, interaction,
trends, customization, and electronic word of mouth on
Brand Awareness. The population of this study consists of
Indonesian people who use the social media TikTok. The
sample size for this study was 100 respondents.
Questionnaires were used as a sampling method in this
research. This type of research is quantitative research.
The data obtained was processed using SmartPLS 4.0
software. the findings show that SMM aspects such as
entertainment, interaction, trendiness, customization, and
electronic word of mouth have a significant impact on
brand awareness. The significance of this study is that it
will serve as a reference for managers when formulating
improvement strategies when formulating marketing
strategies to increase brand awareness in companies
providing healthcare systems.
Keywords :
TikTok, Digital Marketing, Brand Awareness, Social Media, Health System.
TikTok, as a rising social media platform, has
become a focal point for many companies in their efforts
to increase their brand visibility. This research explores
how TikTok has changed the marketing paradigm and
introduced new opportunities for health system providers
to increase Brand Awareness. This research aims to
examine the influence of entertainment, interaction,
trends, customization, and electronic word of mouth on
Brand Awareness. The population of this study consists of
Indonesian people who use the social media TikTok. The
sample size for this study was 100 respondents.
Questionnaires were used as a sampling method in this
research. This type of research is quantitative research.
The data obtained was processed using SmartPLS 4.0
software. the findings show that SMM aspects such as
entertainment, interaction, trendiness, customization, and
electronic word of mouth have a significant impact on
brand awareness. The significance of this study is that it
will serve as a reference for managers when formulating
improvement strategies when formulating marketing
strategies to increase brand awareness in companies
providing healthcare systems.
Keywords :
TikTok, Digital Marketing, Brand Awareness, Social Media, Health System.
