PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP BRAND AWARENESS PRODUK SCARLETT DI MEDIA SOSIAL TIKTOK

MUTHIA AULIA PRADIPTA, . (2025) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP BRAND AWARENESS PRODUK SCARLETT DI MEDIA SOSIAL TIKTOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilatarbelakangi oleh maraknya komentar organik di media sosial, khususnya TikTok, yang dinilai memiliki pengaruh terhadap persepsi konsumen terhadap sebuah merek. Namun, masih sedikit penelitian yang secara spesifik mengkaji bagaimana komentar non-endorsement atau E-WOM dapat membentuk tingkat brand awareness. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh E-WOM terhadap brand awareness produk Scarlett di media sosial TikTok. Penelitian ini menggunakan dua variabel, yaitu E-WOM (X) dan Brand Awareness (Y). Dimensi E-WOM mencakup intensity, valence of opinion, dan content. Sementara itu, brand awareness diukur melalui empat dimensi, yaitu recall, recognition, purchase, dan consumption. Penelitian ini difokuskan pada komentar-komentar alami pengguna di akun TikTok Scarlett tanpa melibatkan promosi berbayar atau endorsement. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei. Sampel penelitian berjumlah 100 responden yang merupakan pengguna TikTok dan pernah melihat atau membaca komentar tentang Scarlett. Teknik analisis data yang digunakan meliputi uji validitas, reliabilitas, analisis deskriptif, uji hipotesis, uji kolerasi product moment pearson, dan uji regresi linear sederhana. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara E-WOM terhadap brand awareness, dibuktikan dengan nilai signifikansi sebesar 0,000 (lebih kecil dari 0,05), sehingga H₀ ditolak dan Hₐ diterima. Nilai koefisien determinasi (R Square) sebesar 0,656 yang berarti 65,6% variabel brand awareness dipengaruhi oleh E-WOM. Dimensi dengan nilai mean tertinggi pada variabel E-WOM adalah intensity (3,46), sedangkan pada brand awareness adalah brand recall (3,50). Berdasarkan hasil tersebut, dapat disimpulkan bahwa komentar organik pengguna di TikTok secara signifikan mampu membentuk kesadaran merek Scarlett, terutama dalam hal mengingat merek (recall). Oleh karena itu, optimalisasi komentar positif yang bersifat natural di media sosial menjadi strategi penting dalam membangun brand awareness tanpa harus mengandalkan endorsement berbayar. ***** This research is motivated by the rise of organic comments on social media, especially TikTok, which are considered to have an influence on consumer perceptions of a brand. However, there are still few studies that specifically examine how non-endorsement comments or E-WOM can shape the level of brand awareness. Therefore, this study aims to determine the effect of E-WOM on brand awareness of Scarlett products on TikTok social media. This study uses two variables, namely E-WOM (X) and Brand Awareness (Y). The dimensions of E-WOM include intensity, valence of opinion, and content. Meanwhile, brand awareness is measured through four dimensions, namely recall, recognition, purchase, and consumption. This research focused on natural user comments on Scarlett's TikTok account without involving paid promotions or endorsements. The research method used is quantitative with a survey approach. The research sample amounted to 100 respondents who were TikTok users and had seen or read comments about Scarlett. The data analysis techniques used include validity, reliability, descriptive analysis, hypothesis testing, Pearson product moment correlation test, and simple linear regression test. The results showed that there is a significant influence between E-WOM on brand awareness, as evidenced by a significance value of 0.000 (less than 0.05), so H₀ is rejected and Hₐ is accepted. The coefficient of determination (R Square) value is 0.656, which means that 65.6% of brand awareness variables are influenced by E-WOM. The dimension with the highest mean value on the E-WOM variable is intensity (3.46), while on brand awareness is brand recall (3.50). Based on these results, it can be concluded that organic user comments on TikTok are significantly able to shape Scarlett's brand awareness, especially in terms of brand recall. Therefore, optimizing positive natural comments on social media is an important strategy in building brand awareness without having to rely on paid endorsement.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Qoryna Noer Seyma El Farabi, S.I.Kom.,M.Si. ; 2). Mentari Anugrah Imsa, M.Si.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Users 28638 not found.
Date Deposited:	04 Aug 2025 06:56
Last Modified:	04 Aug 2025 06:56
URI:	http://repository.unj.ac.id/id/eprint/57489

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