The Influence of Brand Awareness and Engagement in Increasing MSME Consumer Loyalty Through TikTok Social Media in Malang City

Authors

  • Putra Ramadhani Nurwijayanto Universitas Merdeka Malang
  • Dyah Setyawati Universitas Merdeka Malang
  • Restu Rahayu Bara Universitas Merdeka Malang
  • Via Amelia Putri Universitas Merdeka Malang
  • Elivia Destiana Universitas Merdeka Malang

DOI:

https://doi.org/10.26905/bismar.v4i2.15934

Keywords:

Brand awareness, engagement, MSMEs, Consumer Loyalty

Abstract

This study investigates the influence of brand awareness and brand engagement on increasing MSME consumer loyalty through TikTok social media in Malang City. In the digital era, brand awareness and brand engagement on social media, particularly TikTok, are crucial for the success of MSMEs. Consumer loyalty is a vital aspect of marketing strategy, significantly influenced by these factors. The research employed a multiple linear regression method to analyze the relationship between brand awareness (X1), brand engagement (X2), and consumer loyalty (Y). Data was collected from 100 respondents via online questionnaires distributed through Google Forms and analyzed using SPSS. The findings indicate a significant positive effect of brand awareness and brand engagement through social media on consumer loyalty towards MSMEs in Malang City. Based on these results, it is recommended that MSMEs continuously develop engaging and authentic content on TikTok, leveraging its creative features. Additionally, collaboration with local influencers is proposed as an effective strategy to enhance brand awareness, brand engagement, and ultimately, consumer loyalty to MSMEs' products or services.

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Published

2025-07-30

How to Cite

Nurwijayanto, P. R., Setyawati, D., Bara, R. R., Putri, V. A., & Destiana, E. (2025). The Influence of Brand Awareness and Engagement in Increasing MSME Consumer Loyalty Through TikTok Social Media in Malang City. Business Management Research, 4(2). https://doi.org/10.26905/bismar.v4i2.15934

Issue

Vol. 4 No. 2 (2025): July 2025

Section

Articles

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