The Influence of TikTok Content Creators on Brand Awareness of Evangeline Perfume among Generation Z in Samarinda City

Dio Feliks Marakkup Pasaribu; Doddy Adhimursandi

doi:10.63922/ijebir.v5i03.3971

Dio Feliks Marakkup Pasaribu Program Studi S1 Manajemen, Universitas Mulawarman
Doddy Adhimursandi Program Studi S1 Manajemen, Universitas Mulawarman

DOI: https://doi.org/10.63922/ijebir.v5i03.3971

Keywords: Content Creativity, Content Attractiveness, Social Media Interaction, Brand Awareness, TikTok

Abstract

The development of digital technology and social media has transformed marketing strategies into more modern and interactive approaches. One of the rapidly growing platforms is TikTok, which is widely used by Generation Z. TikTok is utilized by companies as a promotional medium through collaborations with content creators to increase product brand awareness. One of the industries actively using this strategy is the perfume industry, including Evangeline. This study aims to analyze the influence of content creativity, content attractiveness, and social media interaction on the brand awareness of Evangeline perfume among Generation Z in Samarinda City. This research used a quantitative method with an associative approach. Data collection was conducted through questionnaires distributed to Generation Z TikTok users in Samarinda City. The data were analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method through the SmartPLS application. The results showed that content creativity, content attractiveness, and social media interaction had a positive and significant effect on Evangeline perfume brand awareness. Social media interaction was found to be the most dominant variable in increasing brand awareness. This study is expected to contribute to the development of digital marketing studies and serve as a reference for companies in developing promotional strategies through social media.

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