Digital Marketing Strategy Analysis on Tiktok To Increase Brand Awareness and Purchase Intention of @SinarMas

Abstract

This study analyzes the implementation of digital marketing strategies on TikTok social media as a means of increasing brand awareness and purchase intention in Sinar Mas, with a case study of TikTok @sinar_masid accounts. Digital marketing has become the dominant strategy in the modern era, allowing companies to reach a wider and more efficient audience. TikTok, with its large number of active users, offers great potential to increase market reach and brand awareness. A high level of brand awareness influences consumer purchasing decisions, and customer engagement through active interaction on social media contributes to loyalty and purchase intent. The results of the study show that Sinar Mas' digital marketing strategy on TikTok positively and significantly affects Brand Awareness and Customer Engagement. Furthermore, Brand Awareness and Customer Engagement also positively and significantly affect Purchase Intention. It confirms that investing in effective digital marketing on TikTok is essential to build brand awareness, increase customer engagement, and drive consumer purchase intent.