Analysis of the Relationship Between TikTok Engagement and SME Brand Awareness Using Pearson Correlation and Linear Regression
Case Study: Fanny’s Lapis Labu Samarinda
Keywords:
TikTok Engagement, Brand Awareness, SMEs, Digital Marketing, Social Media AnalyticsAbstract
The increasing use of social media, particularly TikTok, has strengthened its role as a digital marketing platform that encourages customer interaction and enhances brand awareness. This study investigates the relationship and influence of TikTok engagement on brand awareness in SME Fanny’s Lapis Labu Samarinda. A quantitative approach was implemented using questionnaire responses obtained from 100 participants. The collected data were analyzed through Pearson correlation and simple linear regression techniques. The findings reveal that TikTok engagement has a very strong and statistically significant positive relationship with brand awareness, as indicated by a correlation coefficient of 0.839. In addition, TikTok engagement explains 70.5 percent of the variation in brand awareness. These results confirm the substantial contribution of TikTok engagement to strengthening brand awareness among SMEs. Furthermore, user interaction data generated through TikTok can be utilized as strategic information to support more effective data-driven marketing decisions.
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