Pengaruh Brand Ambassador, Tagline, dan Social Media Marketing terhadap Brand Awareness pada Hijab Sattka di Platform Tiktok
Keywords:
Keywords: Brand Ambassador, Tagline, Social Media Marketing, Brand Awareness, TikTok.Abstract
The hijab industry in Indonesia has experienced rapid growth alongside the increasing use of social media as a digital marketing platform. However, high promotional exposure on social media does not always lead to strong brand awareness. In the case of Hijab Santika, consumers still demonstrate limited ability to recall the brand name, recognize its identity, and differentiate it from competitors despite frequent exposure to its TikTok content. This study aims to examine the influence of Brand Ambassador, Tagline, and Social Media Marketing on Brand Awareness of Hijab Santika on the TikTok platform. The research employed a quantitative explanatory approach using a survey method with questionnaires distributed to 85 respondents selected through purposive sampling. Data were analyzed using multiple linear regression with SPSS 27. The findings reveal that Brand Ambassador, Tagline, and Social Media Marketing simultaneously influence Brand Awareness. Partially, Tagline and Social Media Marketing have significant effects, while Brand Ambassador does not have a significant effect. Tagline emerged as the most dominant variable in enhancing Brand Awareness. These findings highlight the importance of strong brand messaging and consistent digital marketing strategies in building brand awareness through social media platforms.
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