TY  - THES
N1  - Achmad Zuhri, M.I.Kom.
ID  - digilib75014
UR  - https://digilib.uin-suka.ac.id/id/eprint/75014/
A1  - Afdilatul Laely Fitrokhna, NIM.: 21107030109
Y1  - 2025/12/08/
N2  - 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 (Rē) 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.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Media Sosial
KW  -  TikTok
KW  -  Celebrity Endorser
KW  -  Brand Image
M1  - skripsi
TI  - PENGARUH CELEBRITY ENDORSER MELALUI TIKTOK TERHADAP PENINGKATAN BRAND IMAGE (SURVEY PADA PENGIKUT AKUN @LOZYHIJAB_ TAHUN 2025)
AV  - restricted
EP  - 155
ER  -