Publication Date: 2024/01/10
Abstract: TikTok, as a rising social media platform, has become a focal point for many companies in their efforts to increase their brand visibility. This research explores how TikTok has changed the marketing paradigm and introduced new opportunities for health system providers to increase Brand Awareness. This research aims to examine the influence of entertainment, interaction, trends, customization, and electronic word of mouth on Brand Awareness. The population of this study consists of Indonesian people who use the social media TikTok. The sample size for this study was 100 respondents. Questionnaires were used as a sampling method in this research. This type of research is quantitative research. The data obtained was processed using SmartPLS 4.0 software. the findings show that SMM aspects such as entertainment, interaction, trendiness, customization, and electronic word of mouth have a significant impact on brand awareness. The significance of this study is that it will serve as a reference for managers when formulating improvement strategies when formulating marketing strategies to increase brand awareness in companies providing healthcare systems.
Keywords: TikTok, Digital Marketing, Brand Awareness, Social Media, Health System.
DOI: https://doi.org/10.5281/zenodo.10478484
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23DEC1735.pdf
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