Pengaruh Pemaaran Digital Melalui Tiktok, Kualitas Pelayanan, Dan Pengelaman Pelanggan Terhadap Brand Image Nia Gorden Malang

Abstract

Abstract

This study aims to analyze the effects of TikTok digital marketing, service quality, and customer experience on the brand image of Nia Gorden Malang, a small and medium-sized enterprise (SME). An explanatory quantitative approach was employed using purposive sampling involving 95 respondents who had purchased products and followed the company's official TikTok account. Primary data were collected through a five-point Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The results indicate that TikTok digital marketing, service quality, and customer experience simultaneously have a significant effect on brand image. Partially, digital marketing and service quality have positive and significant effects on brand image, whereas customer experience does not have a significant effect. The Adjusted R² value of 0.244 indicates that the proposed model explains 24.4% of the variation in brand image, while the remaining variation is influenced by other factors beyond this study. These findings suggest that strengthening SME brand image can be achieved more effectively through optimized TikTok-based digital marketing supported by high service quality. This study provides practical implications for SMEs in developing digital marketing strategies and improving service quality to enhance brand image.

Keywords: Brand Image, Digital Marketing, Tiktok, Service Quality, Customer Experience, SME