Peningkatan Pemasaran melalui TikTok dan Brand Awareness terhadap Minat Beli Selai Sarikaya Rosy’s Veggies

Abstract

KHAIRUNNISA SALSABILLA. Peningkatan Pemasaran melalui TikTok dan Brand Awareness terhadap Minat Beli Selai Sarikaya Rosy’s Veggies. Dibimbing oleh MURDIANTO. Peningkatan penggunaan internet dan popularitas TikTok di Indonesia telah membuka peluang besar bagi perusahaan untuk memperluas jangkauan pasar dan meningkatkan kesadaran merek. Namun, di tengah persaingan pasar yang ketat, fluktuasi penjualan produk seperti Selai Sarikaya Rosy’s Veggies menunjukkan tantangan dalam membangun brand awareness dan mendorong minat beli konsumen. Penelitian ini bertujuan menganalisis karakteristik konsumen, pengaruh pemasaran TikTok dan brand awareness terhadap minat beli Selai Sarikaya Rosy’s Veggies, evaluasi penjualan sebelum dan sesudah penerapan, serta implementasi manajerial TikTok. Metode yang digunakan adalah analisis deskriptif, SEM-PLS dan R/C Rasio. Analisis deskriptif menunjukkan mayoritas konsumen berusia 25-35 tahun dengan ketertarikan pada produk premium. SEM-PLS membuktikan pemasaran TikTok dan brand awareness berpengaruh signifikan terhadap minat beli. Analisis finansial R/C Rasio sebesar 1,36 mengindikasikan setiap Rp1 biaya menghasilkan Rp1,36 penerimaan. Penelitian ini menegaskan bahwa pengembangan pemasaran melalui TikTok dan brand awareness secara signifikan meningkatkan pendapatan Rosy’s Veggies. Kata kunci: Minat beli, pemasaran, R/C rasio, selai sarikaya, tiktok

KHAIRUNNISA SALSABILLA. Increasing Marketing through TikTok and Brand Awareness on Purchase Interest of Rosy’s Veggies Sarikaya Jam. Supervised by MURDIANTO. The increasing use of the internet and the popularity of TikTok in Indonesia have opened up great opportunities for companies to expand their market reach and increase brand awareness. However, amidst tight market competition, fluctuations in product sales such as Rosy’s Veggies Sarikaya Jam show challenges in building brand awareness and driving consumer purchasing interest. This study aims to analyze consumer characteristics, the influence of TikTok marketing and brand awareness on purchasing interest in Rosy’s Veggies Sarikaya Jam, sales evaluation before and after implementation, and TikTok managerial implementation. The methods used are descriptive analysis, SEM-PLS and R/C Ratio. Descriptive analysis shows that the majority of consumers are aged 25-35 years with an interest in premium products. SEM-PLS proves that TikTok marketing and brand awareness have a significant effect on purchasing interest. The financial analysis of the R/C Ratio of 1.36 indicates that every Rp1 of costs generates Rp1.36 of revenue. This study confirms that developing marketing through TikTok and brand awareness significantly increases Rosy’s Veggies’ revenue. Keywords: Marketing, purchasing interest, R/C Ratio, sarikaya jam, tiktok