Hubungan Kualitas Kampanye Public Relations melalui Media Sosial terhadap Engagement pada Akun TikTok Cotti Coffee Tanjung Duren
DOI:
https://doi.org/10.55606/juitik.v6i2.2148Keywords:
Campaign Quality, Consumer Engagement, Public Relations, Social Media, TikTokAbstract
This study aims to analyze the relationship between the quality of Public Relations campaigns on social media and the level of consumer engagement on the TikTok account of COTTI Coffee Tanjung Duren. In the context of digital communication, TikTok functions as an interactive platform that enables two-way communication between the brand and its audience. Campaign quality was measured through indicators of message clarity, content creativity, information consistency, and media effectiveness, while consumer engagement was assessed based on cognitive, emotional, and behavioral dimensions. This research employed a quantitative approach using a survey method involving 100 respondents selected through accidental sampling. Data were collected using a Likert-scale questionnaire and analyzed through the Chi- Square test with SPSS software. The results indicate that campaign quality was categorized as high (97%), while consumer engagement was categorized as good (93%). The p-value of 0.020 (p < 0.05) demonstrates a significant relationship between the two variables. These findings suggest that improving the quality of Public Relations campaigns on TikTok contributes to higher consumer engagement.
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