relation: https://eprints.untirta.ac.id/47415/
title: PENGARUH PAK DEDI DALAM CONTENT MARKETING TERHADAP   CITRA MEREK  (STUDI PADA BRAND LOKAL RUCAS DI TIKTOK)
creator: Meilita, Tia
subject: Communication (General)
description: This research aims to analyze the influence of Content Marketing involving Pak  Dedi on brand image for the local brand RUCAS on TikTok. Content Marketing  featuring Pak Dedi, a unique figure, has captured the audience's attention in a  distinctive way, making it interesting for further research. This study employs the  SOR (Stimulus-Organism-Response) theory as a framework to measure how the  stimulus of Content Marketing influences consumer perceptions (brand image). The  research method used is quantitative with a survey approach using a questionnaire  distributed to 100 respondents who meet specific criteria. The results showed that  the Content Marketing variable featuring Pak Dedi as the RUCAS marketing model  on the TikTok platform (Variable X) has a percentage of 78.62%. This percentage  indicates that Content Marketing using Pak Dedi as a model has a very significant  and influential impact on attracting attention and generating positive responses  from the TikTok audience. Based on the research results, the brand image variable  (Variable Y) has a percentage of 80.31. From these results, it can be concluded that  the RUCAS brand image on the TikTok platform is in the very good category. Based  on the research results, it can be concluded that Content Marketing has a significant  influence on brand image, but its influence on consumer loyalty is relatively low.  This is evidenced by the results of descriptive analysis, where the Content  Marketing variable has a percentage of 78.62%, and brand image has a percentage  of 80.31%, both of which are in the good category. The regression analysis results  show a correlation coefficient value of 0.547, which means a fairly strong positive  relationship between Content Marketing and brand image. The Adjusted R Square  value of 0.292 means that Content Marketing explains 29.2% of the variability in  brand image, while the rest is influenced by other factors. The regression coefficient  value of 0.539 indicates that every one-unit increase in Content Marketing will  increase brand image by 0.0593 units. The significance test produced a sig value of  0.000 < 0.05 with a t-calculated value of 6.469, which is greater than the t-table  value of 1.966, so the influence is considered significant.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/47415/3/BAB%20II%20%282%29.pdf
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identifier: https://eprints.untirta.ac.id/47415/4/BAB%20III%20%282%29.pdf
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identifier: https://eprints.untirta.ac.id/47415/5/BAB%20IV%20%281%29.pdf
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identifier: https://eprints.untirta.ac.id/47415/6/BAB%20V.pdf
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identifier: https://eprints.untirta.ac.id/47415/7/daftar%20pustaka.pdf
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identifier: https://eprints.untirta.ac.id/47415/8/Lampiran.pdf
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identifier: https://eprints.untirta.ac.id/47415/17/BAB%20I%20SKRIPSI%20TIA%20Rev%2007022025%20%284%29.pdf
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language: en
identifier: https://eprints.untirta.ac.id/47415/19/BAB%20I%20SKRIPSI%20TIA_01.pdf
identifier:   Meilita, Tia  (2025) PENGARUH PAK DEDI DALAM CONTENT MARKETING TERHADAP CITRA MEREK (STUDI PADA BRAND LOKAL RUCAS DI TIKTOK).  S1 thesis, Universitas Sultan Ageng Tirtayasa.