Pengaruh Iklan Digital Film "Jumbo" di Aplikasi TikTok terhadap Brand Awareness dan Word of Mouth Intention Penonton
DOI:
https://doi.org/10.63822/zjc38q61Keywords:
Digital Ads; TikTok, Brand Awareness; Word of Mouth Intention; ‘Jumbo’ FilmAbstract
The rise of social media has transformed marketing communication, including within the film industry. TikTok, a short-form video platform, has become a popular promotional medium for its visual, interactive format and broad audience reach. The film Jumbo used TikTok digital advertising to boost Brand Awareness and encourage Word-of-Mouth Intention among viewers. Grounded in Ducoffe's Hierarchy of Effects Model—covering informativeness, entertainment, credibility, and interactivity—this study examines the effect of Jumbo's TikTok advertisement on Brand Awareness and Word-of-Mouth Intention among TikTok users aged 18–34. Using a quantitative survey method, questionnaires were distributed to 400 active TikTok users who had viewed the advertisement, selected through purposive sampling. Data were analyzed using SPSS version 25 via validity, reliability, and normality tests, simple linear regression, t-tests, and coefficient of determination. Results show digital advertising has a positive and significant effect on both Brand Awareness (p=0.000, β=0.210, R²=15.4%) and Word-of-Mouth Intention (p=0.000, β=0.327, R²=23.4%), with a stronger impact on the latter. These findings confirm that TikTok advertising effectively moves audiences from the cognitive stage (Brand Awareness) to the conative stage (Word-of-Mouth Intention), supporting the Hierarchy of Effects Model in digital marketing communication
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