Analisis Dampak Viral Marketing di Media Sosial Tiktok Terhadap Consumer’s Attitude Pada Produk Skincare Lokal Di Indonesia

Agustin, Eliyana (2025) Analisis Dampak Viral Marketing di Media Sosial Tiktok Terhadap Consumer’s Attitude Pada Produk Skincare Lokal Di Indonesia. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The development of globalization and digitalization has opened significant opportunities for the business world, but on the other hand, competition especially in digital marketing has also intensified. With the increasing number of social media users in Indonesia each year, social media has become an effective platform to reach a wide range of consumers. Viral marketing is one of the widely used strategies, including by the skincare industry through TikTok. This strategy is effective in spreading information and messages broadly and quickly. The success of a viral marketing campaign depends on the marketer's ability to understand consumer behavior and attitude in order to deliver the right and relevant message. The purpose of this study is to examine the impact of viral marketing on the social media platform TikTok toward consumer’s attitude toward local skincare products in Indonesia. This research uses a quantitative method with a sample of 150 respondents from various regions across Indonesia. The data is processed using SPSS software. The results of this study indicate a significant influence of viral marketing on consumer attitudes towards local skincare products on TikTok. It is hoped that the findings of this research can provide insights for local skincare products in Indonesia in understanding consumer attitudes through digital marketing strategies, one of which is viral marketing.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Viral Marketing, TikTok Social Media, Consumer’s Attitude, Local Skincare Products in Indonesia
Subjects:	Management Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Eliyana Agustin
Date Deposited:	11 Sep 2025 07:43
Last Modified:	11 Sep 2025 07:43
URI:	https://repository.bakrie.ac.id/id/eprint/12352

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