The Effect of TikTok Marketing Activities on the Brand Image of a Culture-Themed Café: A Study on Sabaai Coffee Bogor

Yusril Anshari; Dally Nur   Arif; Oman  Sukirman

doi:10.71435/741689

Authors

Yusril Anshari Tourism Industry, Indonesian University of Education
Dally Nur Arif Tourism Industry, Indonesian University of Education
Oman Sukirman Tourism Industry, Indonesian University of Education

DOI:

https://doi.org/10.71435/741689

Keywords:

TikTok Marketing Activities, Brand Image, Sabaai Coffee Bogor, Digital Marketing, Cafe

Abstract

This research is motivated by the increasingly intense competition among cafés in Bogor and the growing use of TikTok as a digital marketing medium. Sabaai Coffee Bogor, a Thai-styled café, utilizes TikTok to showcase its café atmosphere, menu, visitor experiences, promotions, and visual uniqueness capable of shaping consumer perceptions. This study aims to determine and analyze the effect of TikTok Marketing Activities on the Brand Image of Sabaai Coffee Bogor. The research employs a quantitative approach with an ex post facto design. The sample consists of 385 respondents who are TikTok users and have been exposed to Sabaai Coffee Bogor’s TikTok content. The sampling technique used is purposive sampling, while data were collected through an online questionnaire with a Likert scale. Data analysis was conducted using validity testing, reliability testing, classical assumption tests, and simple linear regression analysis. The results show that TikTok Marketing Activities have a positive and significant effect on the Brand Image of Sabaai Coffee Bogor. The regression coefficient of 0.542 indicates that an increase in TikTok Marketing activities can enhance Brand Image. The R-squared value of 0.287 demonstrates that TikTok Marketing Activities can explain 28.7% of Brand Image, while the remainder is influenced by other factors beyond this study. These findings indicate that TikTok content which is entertaining, interactive, trend-following, encourages electronic word of mouth, is relevant to audience interests, features attractive promotions, and possesses good visual quality can strengthen the brand image of Sabaai Coffee Bogor.

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