%0 Thesis
%9 Skripsi
%A Afdilatul Laely Fitrokhna, NIM.: 21107030109
%B FAKULTAS ILMU SOSIAL HUMANIORA
%D 2025
%F digilib:75014
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Media Sosial, TikTok, Celebrity Endorser, Brand Image
%P 155
%T PENGARUH CELEBRITY ENDORSER MELALUI TIKTOK TERHADAP PENINGKATAN BRAND IMAGE (SURVEY PADA PENGIKUT AKUN @LOZYHIJAB_ TAHUN 2025)
%U https://digilib.uin-suka.ac.id/id/eprint/75014/
%X This study analyzes the effect of celebrity endorsers on TikTok in enhancing the brand  image of the @lozyhijab_ account. The increasing role of social media in digital  marketing drives Muslim fashion brands such as Lozy Hijab to utilize public figures as  a brand communication strategy. This research employs a quantitative approach using  a survey method involving 100 respondents who are followers of the @lozyhijab_  TikTok account. Data were collected through an online questionnaire via Google Form  and analyzed using simple linear regression with SPSS. The results indicate that  celebrity endorsers have a significant influence on brand image, with a determination  coefficient (R²) of 0.784, meaning 78.4% of the brand image improvement is affected  by celebrity endorsement. The findings highlight that the credibility, expertise, and  attractiveness of the celebrity endorser on Tiktok contribute in shaping positive  audience perceptions of the brand. Therefore, employing celebrity endorsers on TikTok  is proven effective in strengthening brand image and can serve as a strategic reference  for other brands in optimizing digital marketing.
%Z Achmad Zuhri, M.I.Kom.