DOI: https://doi.org/10.14710/ajlm.2024.22999

Does Tiktok and Instagram Affect Brand Awareness? Empirical Study on Asiacommerce Companies

*Aji Yudha orcid scopus  -  Universitas Diponegoro, Indonesia
Rifki Irham Norsiva  -  Universitas Diponegoro, Indonesia
Lela Lestari orcid scopus  -  Universitas Diponegoro, Indonesia
Annisa Yasmin  -  Universitas Diponegoro, Indonesia
Open Access Copyright (c) 2024 Aji Yudha, Rifki Irham Norsiva, Lela Lestari, Annisa Yasmin
Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Citation Format:
Abstract
This study is a qualitative descriptive research aimed at describing the use of social media to increase brand awareness for AsiaCommerce on Instagram and TikTok. The data collection methods used in this research include observation, interviews, and documentation. The results indicate that the social media activities on these platforms have significantly increased AsiaCommerce's brand awareness, reaching hundreds of thousands of potential clients. However, the activities have not always met the key performance indicator (KPI) targets due to factors such as content delivery adjustments, limited demographic targeting, difficulty in appealing to the audience, and keeping up with changing trends. To maximize brand awareness, strategic efforts such as giveaways, advertisements, key opinion leader (KOL) strategies, live marketing, and the use of artificial intelligence (AI) for content creation have been implemented. This research has practical implications for social media applications.
Fulltext View|Download
Keywords: brand awareness; social media; tiktok; instagram

Article Metrics:

Article Info
Section: Articles
Language : EN
Recent articles
Sustainability in Global Trade: Integrating Principles for Inclusive and Resilient Systems Strengthening the National Logistics Network: PT Kereta Api Indonesia's Impact in East Java Province Analysis of Warehouse Activities Through System Application Product (Sap) to Monitor Target Percentage of Order Fulfillment Finished Good Warehouse of PT XYZ More recent articles
  1. Afiah, Irianty Nur. 2020. “Instagram Sebagai Public Relations Tool.” IndonesiaPR.Id. Retrieved May 1, 2024 ( https://indonesiapr.id/instagram-sebagai-public-relations-tool/)
  2. Agustinus, Andrianus, and Ahmad Junaidi. 2020. “Pengaruh Sosial Media (Instagram) Dalam Meningkatkan Brand Awareness Kopi Kenangan.” Prologia 4(2):339–46
  3. Ali, Hapzi. 2019. “Building Repurchase Intention and Purchase Decision: Brand Awareness and Brand Loyalty Analysis (Case Study Private Label Product in Alfamidi Tangerang).” Saudi Journal of Humanities and Social Sciences 04(09):623–34. doi: 10.36348/sjhss.2019.v04i09.009
  4. Anderson, Katie Elson. 2020. “Getting Acquainted with Social Networks and Apps: It Is Time to Talk about TikTok.” Emerald Publishing 37(4)
  5. Annur, Cindy Mutia. 2023. “Pengguna Internet Di Indonesia Tembus 213 Juta Orang Hingga Awal 2023.” Databoks. Retrieved May 1, 2024 ( https://databoks.katadata.co.id/datapublish/2023/09/20/pengguna-internet-di-indonesia-tembus-213-juta-orang-hingga-awal-2023)
  6. Fitri, Afriza Indah, and Selvi Ainul Inayah Dwiyanti. 2021. “EFEKTIVITAS MEDIA TIKTOK DAN INFLUENCERMENDONGKRAK PENJUALAN LIPPIE SERUM RAECCADIPANDEMI COVID19.” Jurnal Ekonomi Dan Bisnis (EK&BI) 4(1):345–53. doi: 10.37600/ekbi.v4i1.210
  7. Hafif Rafi Andhika, Muhammad, Radja Erland Hamzah, Mukka Pasaribu, and Citra Eka Putri Unviversitas Moestopo. 2022. Pemanfaatan Aplikasi Tiktok Sebagai Media Promosi @suasanakopi. Vol. 2
  8. Julius, Niko. 2024. “Data Jumlah Pengguna Instagram Di Indonesia 2024.” Upgraded. Retrieved May 1, 2024 ( https://upgraded.id/data-jumlah-pengguna-instagram-di-indonesia)
  9. Keller, Kevin Lane, and Vanitha Swaminathan. 2020. Strategic Brand Management : Building, Measuring, and Managing Brand Equity. Vol. 5. Pearson Education Limited
  10. Martin, Gail Z. 2010. 30 Days to Social Media Success: The 30 Day Results Guide to Making the Most of Twitter, Blogging, LinkedIN, and Facebook (30 Days Series). 1st ed. Newburyport, Massachusetts: Weiser
  11. Ramadhani, H. S., H. M. Jumhur, and S. Dharmoputro. 2019. “Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Brand Awareness, Brand Image, Dan Brand Loyalty (Studi Kasus : Followers Pada Instagram Lazada.Co.Id).” Pp. 2311–20 in e-Proceeding of Management
  12. Riyanto, Galuh Putri, and Wahyunanda Kusuma Pertiwi. 2023. “Pengguna TikTok Di Indonesia Tembus 113 Juta, Terbesar Kedua Di Dunia.” Kompas. Retrieved May 1, 2024 ( https://tekno.kompas.com/read/2023/07/10/11000067/pengguna-tiktok-di-indonesia-tembus-113-juta-terbesar-kedua-di-dunia)
  13. Sitorus, Sunday Ade, Antonius Phillippus Kurniawan Gheta, and Romindo. 2022. E-COMMERCE : STRATEGI DAN INOVASI BISNIS BERBASIS DIGITAL. edited by A. Sudirman. Bandung: Media Sains Indonesia
  14. Sudjana, Nana, and Ibrahim. 1989. Penelitian Dan Penilaian Pendidikan. Bandung: Sinar Baru Bandung
  15. Sugiarto, Darmadi Durianto, and Tony Sitinjak. 2004. Strategi Menaklukkan Pasar Melalui Riset Ekuitas Dan Perilaku Merek. Gramedia Pustaka Utama

Last update:

No citation recorded.

Last update:

No citation recorded.