Pengaruh Electronic Word of Mouth (E-WOM) terhadap Brand Awareness Produk Scarlett di Media Sosial TikTok

Authors

  • Muthia Aulia Pradipta Universitas Negeri Jakarta
  • Qoryna Noer Seyma Universitas Negeri Jakarta
  • Mentari Anugrah Imsa Universitas Negeri Jakarta
  • Asep Soegiarto Universitas Negeri Jakarta
  • Menati Fajar Rizki Universitas Negeri Jakarta

DOI:

https://doi.org/10.55606/juitik.v5i1.1375

Keywords:

brand awareness, electronic word of mouth, E-WOM, public relations, TikTok

Abstract

Scarlett, a local beauty brand, has achieved significant success in its marketing efforts, particularly through the strategic exploitation of electronic word-of-mouth (e-WOM) on the social media platform TikTok. By leveraging reviews, testimonials, and recommendations from users and influencers, Scarlett drives interactions that increase brand awareness. In this context, e-WOM serves as a strategic communication instrument that can be utilized by PR practitioners to foster good brand perception. For this purpose, a quantitative approach was used, which involved distributing a questionnaire to 100 TikTok users who follow Scarlett’s official account. The findings of the current study prove that the dimensions of e-WOM, specifically intensity, opinion, and content, have a significant influence on Scarlett’s brand awareness. The findings of this study prove that the integration of social media and E-WOM (Electronic Word-of-Mouth) in PR strategies is a crucial factor in strengthening a brand’s presence in the contemporary digital landscape, which is characterized by increasing competition.

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Published

2025-06-30

How to Cite

Muthia Aulia Pradipta, Qoryna Noer Seyma, Mentari Anugrah Imsa, Asep Soegiarto, & Menati Fajar Rizki. (2025). Pengaruh Electronic Word of Mouth (E-WOM) terhadap Brand Awareness Produk Scarlett di Media Sosial TikTok. Jurnal Ilmiah Teknik Informatika Dan Komunikasi, 5(1), 642–653. https://doi.org/10.55606/juitik.v5i1.1375

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