PENGARUH CELEBRITY ENDORSER MELALUI TIKTOK TERHADAP PENINGKATAN BRAND IMAGE (SURVEY PADA PENGIKUT AKUN @LOZYHIJAB_ TAHUN 2025)

Afdilatul Laely Fitrokhna, NIM.: 21107030109 (2025) PENGARUH CELEBRITY ENDORSER MELALUI TIKTOK TERHADAP PENINGKATAN BRAND IMAGE (SURVEY PADA PENGIKUT AKUN @LOZYHIJAB_ TAHUN 2025). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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