The Influence of Integrated Marketing Communication (IMC) TikTok @Skintific_Id on Brand Equity in Followers

Abstract

This research is motivated by TikTok @skintific_id which is affected by the Indonesian government's ban on buying and selling transactions on social commerce to improve the governance of the e-commerce
ecosystem. Therefore, Integrated Marketing Communication (IMC) is used in promoting products to
increase Brand Equity on Followers TikTok @skintific_id. So the purpose of this study is to determine the
extent of the influence of Integrated Marketing Communication (IMC) carried out by TikTok @skintific_id
on Brand Equity on Followers. The dimensions of Integrated Marketing Communication (IMC) are
advertising, personal selling, sales promotion, public relations, and direct marketing. In Brand Equity, the
dimensions used are brand awareness, brand association, quality impression and brand loyalty. This
research is a quantitative study with a survey method with a data collection method in the form of a
questionnaire. The sample in this study was taken using Purposive Sampling technique, which amounted to
385 Followers TikTok @skintific_id. The results of data analysis Integrated Marketing Communication
(IMC) as variable X on TikTok @skintific_id on Brand Equity as variable Y on followers are stated to have a
significant effect as evidenced by the results of the correlation test, t test, determination test and simple
linear test. So it can be concluded that H0 is rejected and H1 is accepted. From these findings it can be
concluded that there is an influence of Integrated Marketing Communication (IMC) TikTok @skintific_id in
promoting its products on Brand Equity on Followers @skintific_id.