Relationship of @nanakoot’s Personal Branding on TikTok with Pizza Ranjang’s Brand Awareness
Article Sidebar
Main Article Content
Abstract
Currently, many social media including TikTok make it easy for a brand to do digital marketing to reach audiences and other specific goals. The same is true for Pizza Ranjang which wants brand awareness created by consumers to increase. This is in line with Pizza Ranjang's vision and mission that it will continue to collaborate and build broader relationships with external parties, one of which is to the audience through collaboration with key opinion leaders (KOL). KOL can increase and attract audiences to watch content created by relying on their personal branding. This is one of the important strategies in marketing communications. This study aims to analyze the relationship between the personal branding of the TikTok account @nanakoot as a key opinion leader and Pizza Ranjang's brand awareness. The method used is quantitative descriptive correlational with a purposive sampling technique of 156 respondents obtained from the Slovin formula where the population is known, namely the followers of the TikTok account @nanakoot as many as 8,700,000. Data collection in this study used a survey via Google Form and was analyzed using the Spearman Rank correlation test via SPSS version 30. The results showed that there was a fairly positive and significant relationship (r = 0.444, p <0.001) between @nanakoot's personal branding and Pizza Ranjang brand awareness.
Article Details
Section
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
How to Cite
References
Akbar A, Pradiani T, Rahman A. (2023). Pengaruh kanal youtube gaming melalui personal branding terhadap peningkatan brand awareness industri e-sport pada anggota iespa Malang Raya. Jurnal Ilmiah Riset Aplikasi Manajemen. [diakses 2025 Mar 2]; 1(2):6–9. https://doi.org/10.32815/jiram.v1i2.31.
Avicenna F, Budisuwita TZ. (2022). Personal branding travel blogger melalui media sosial instagram (analisis isi pesan pada akun @her_journeys). Jurnal Netnografi Komunikasi. [diakses 2025 Mar 1]; 1(1): 14–19. https://doi.org/10.59408/netnografi.v1i1.2.
Fariza MN, Fuady ME. (2019). Hubungan antara personal branding di media sosial instagram dengan keputusan memilih di kalangan followers instagram. Jurnal Proceedings Hubungan Masyarakat. [diakses 2025 Mei 23]; 5(2): 705-
https://www.academia.edu/74057209/Hubungan_Antara_Personal_Brandin g_DI_Media_Sosial_Instagram_Dengan_Keputusan_Memilih_Dikalangan_ Followers_Instagram.
Fathiah N, Abdurrahman MS. (2024). Pengaruh personal branding dari founder merek skin game pada media sosial tiktok terhadap brand awareness. e- Proceeding of Management. [diakses 2025 Mar 3]; 11(6): 7402–7408. https://openlibrary.telkomuniversity.ac.id/pustaka/files/214710/jurnal_eproc/ hubungan-personal-branding-dari-founder-merek-skin-game-pada-media- sosial-TikTok-terhadap-brand-awareness-dalam-bentuk-buku-karya- ilmiah.pdf.
Nababan R, Sinukaban MRCB. 2020. Hubungan penggunaan media sosial dengan moral remaja di Kecamatan Namorambe Tahun 2019. Jurnal Pendidikan Pancasila dan Kewarganegaraan. [diakses 2025 Mei 23]; 2(1): 1-18. https://jurnal.darmaagung.ac.id/index.php/civiceducation/article/view/537.
Purwanza et al. (2020). Metodologi Penelitian Kuantitatif, Kualitatif, dan Kombinasi. Bandung: Media Sains Indonesia.
Rahayu H. (2024). Analisis strategi digital marketing dalam memasarkan produk jersey di lubin store (skripsi, Institut Pertanian Bogor).
Ramadhani AA. (2022). Analisis pengaruh brand awareness dalam pengelolaan event public relations melalui platform digital: studi kasus pada pt . pilihanmu indonesia jaya. Jurnal Cakrawala. [diakses 2025 Mar 4]; 22(2): 51-56. https://ejournal.bsi.ac.id/ejurnal/index.php/cakrawala/article/view/12470.
Yusuf A, Rosyad UN. (2020). Hubungan promosi penjualan dengan minat beli konsumen (studi korelasional promosi penjualan "bayar suka-suka" binar coffee. Jurnal Proceedings Manajemen Komunitas. [diakses 2025 Mei 23]; 6(2): 527-532. http://dx.doi.org/10.29313/.v6i2.23879.