Analisis Efektivitas Media Sosial Tiktok Sebagai Sarana Promosi Brand Jiniso Pada Gen Z di Wilayah Jakarta Pusat

Abstract

This study aims to analyze the effectiveness of TikTok social media as a promotional tool for the JINISO brand among Generation Z in Central Jakarta and to identify the aspects that support the effectiveness of its promotional activities. This research used a descriptive quantitative approach. Data were collected through a digital questionnaire using a five-point Likert scale. Respondents were selected using non-probability sampling with a purposive sampling approach, with criteria including Generation Z who resided or were active in Central Jakarta, had an active TikTok account, and had been exposed to JINISO promotional content. A total of 122 respondents were analyzed using descriptive statistics with IBM SPSS 27. The results showed that the TikTok as a Promotional Tool variable obtained a mean score of 85.48 out of 100, with a standard deviation of 6.115. Meanwhile, the Promotion Effectiveness variable based on the AIDA model obtained a mean score of 55.70 out of 65, with a standard deviation of 4.599. The findings indicate that JINISO's TikTok promotional activities received positive assessments from Gen Z respondents and were able to support attention, interest, desire, and action toward the promoted products.