PENGARUH ELECTRNOIC WORD OF MOUTH (EWOM) TERHADAP BRAND IMAGE BALI SURFER PERFUME DI MEDIA SOSIAL TIKTOK

MUHAMMAD AQSHAL WAHYU AZMI, . (2025) PENGARUH ELECTRNOIC WORD OF MOUTH (EWOM) TERHADAP BRAND IMAGE BALI SURFER PERFUME DI MEDIA SOSIAL TIKTOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan media sosial di era digital telah mengubah cara merek berinteraksi dengan konsumen, salah satunya melalui Electronic Word of Mouth (eWOM). TikTok, sebagai platform media sosial berbasis video pendek, menjadi sarana efektif untuk penyebaran eWOM, termasuk bagi merek parfum seperti Bali Surfer Perfume. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh eWOM terhadap brand image produk Bali Surfer Perfume di media sosial TikTok. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan Eksplanatif. Responden penelitian adalah followers akun TikTok @balisurferperfume, dengan teknik pengumpulan data menggunakan kuesioner online. Analisis data dilakukan menggunakan analisis korelasi dan regresi linier sederhana untuk menguji hubungan antara eWOM dan brand image. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan dan positif antara eWOM dan brand image. Ulasan yang intensif, bernilai positif, dan memiliki konten informatif terbukti mampu membentuk persepsi yang baik terhadap merek Bali Surfer Perfume. Hal ini juga didukung oleh keunikan konsep merek Bali Surfer Perfume yang berhasil menonjolkan ciri khasnya melalui konten di TikTok. Penelitian ini menegaskan bahwa strategi eWOM yang efektif di media sosial, terutama TikTok, mampu membentuk brand image yang kuat. Temuan ini sejalan dengan penelitian sebelumnya yang menyatakan bahwa eWOM berperan penting dalam membentuk persepsi konsumen terhadap suatu merek. Penelitian ini memberikan rekomendasi bagi Bali Surfer Perfume untuk lebih mengoptimalkan konten eWOM di TikTok dengan memanfaatkan tren viral, kolaborasi kreator, dan strategi interaktif guna memperkuat brand image. Temuan ini dapat dijadikan acuan bagi pelaku industri untuk mengoptimalkan media sosial sebagai sarana dalam membentuk brand image positif melalui strategi komunikasi yang terpercaya. ***** The development of social media in the digital era has transformed how brands interact with consumers, one of which is through Electronic Word of Mouth (eWOM). TikTok, as a short video based social media platform, has become an effective medium for eWOM dissemination, including for perfume brands like Bali Surfer Perfume. This study aims to determine the extent of eWOM's influence on the brand image of Bali Surfer Perfume on TikTok. The research method used is quantitative with a eksplanatif approach. The respondents of the study were followers of the TikTok account @balisurferperfume, with data collection conducted using an online questionnaire. Data analysis was performed using correlation and simple linear regression analysis to examine the relationship between eWOM and brand image. The results indicate a significant and positive influence of eWOM on brand image. Intensive, positive, and informative reviews were proven to shape a favorable perception of the Bali Surfer Perfume brand. This is further supported by the uniqueness of the brand's concept, which successfully highlights its distinctive characteristics through TikTok content. This study confirms that an effective eWOM strategy on social media, particularly TikTok, can build a strong brand image. These findings align with previous research stating that eWOM plays a crucial role in shaping consumer perceptions of a brand. The study recommends that Bali Surfer Perfume further optimize eWOM content on TikTok by leveraging viral trends, collaborating with content creators, and implementing interactive strategies to strengthen brand image. These findings can serve as a reference for industry players to maximize social media as a tool for building a positive brand image through credible communication strategies.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Abdul Kholik, M.I.Kom ; 2). Indah Fajar Rosalina, M.I.Kom
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Muhammad Aqshal Wahyu Azmi .
Date Deposited:	25 Jul 2025 08:58
Last Modified:	25 Jul 2025 09:11
URI:	http://repository.unj.ac.id/id/eprint/56770

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