PENGARUH CONTENT MARKETING DAN MOTIVASI KEBUTUHAN TERHADAP BRAND AWARENESS DI MEDIA TIKTOK (SURVEI PADA PENGIKUT AKUN TIKTOK @OPTIKALUNETT_OFFICIAL)

Muhammad Zaid Al Khoir, NIM.: 20107030029 (2024) PENGARUH CONTENT MARKETING DAN MOTIVASI KEBUTUHAN TERHADAP BRAND AWARENESS DI MEDIA TIKTOK (SURVEI PADA PENGIKUT AKUN TIKTOK @OPTIKALUNETT_OFFICIAL). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The TikTok account @optikalunett_official is a promotional account for buying and selling glasses. Like other product promotion accounts, the account should provide content that explicitly contains sales promotions for eyewear products. However, the TikTok account @optikalunett_official actually presents content containing the lives of teenagers and adults in the capital, both in the work sector, daily life and lifestyle without making explicit product promotions. Based on the phenomenon above, this research wants to see how much influence content marketing and need motivation has on brand awareness partially and simultaneously. This problem analyzed using the Elaboration Likelihood Model with the assumption that the audience determines brand awareness of Optika Lunett Official through need motivation with stimulus messages in the form of content marketing on their TikTok accounts. The research results show that the content marketing variable and motivational needs for brand awareness partially and simultaneously has a significant influence

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