Pengaruh Content Marketing dan Influencer Marketing di TikTok terhadap Brand Awareness BLP Beauty (Studi pada Campaign "Be Your Own Star")

Anggreani, Siska (2025) Pengaruh Content Marketing dan Influencer Marketing di TikTok terhadap Brand Awareness BLP Beauty (Studi pada Campaign "Be Your Own Star"). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the effect of content marketing and influencer marketing on BLP Beauty brand awareness on TikTok. This study uses a quantitative research design. The population in this study were followers of the TikTok account @blpbeauty. The number of samples was 100 respondents with a random sampling techniqueeach member of the population (BLP Beauty followers on TikTok) had an equal opportunity to be selected as a respondent. The results of the study showed that partially, the content marketing variable had a significant effect on brand awareness, indicated by a t-count value of 2.110> 1.98472 (t-table) and with a significance value of 0.037 <0.05. Likewise, the influencer marketing variable partially had a significant effect on brand awareness with a t-count value of 3.473> 1.98472 (t-table) and with a significance value of 0.001 <0.05. Simultaneously, these two variables also have a significant effect on brand awareness with an f-count value of 16.976 > 3.09 (ftable) and a significance value of 0.001 < 0.05, indicating that both variables together have a significant effect on brand awareness. This study proves that marketing strategies through content marketing and influencer marketing have an effect on BLP Beauty brand awareness on the TikTok platform.

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