{
      "dir": "disk0\/00\/01\/11\/91",
      "corp_creators": [
        "Universitas Pakuan",
        "Fakultas Ekonomi dan Bisnis",
        "Program Studi Manajemen"
      ],
      "rev_number": 12,
      "abstract": "RESTI NURAENI. 021122487. Analisis strategi social media marketing TikTok dan \r\nInstagram dalam meningkatkan brand equity semen tiga roda. Dibawah bimbingan : \r\nHARI MUHARAM dan EKA PATRA. 2026.\r\nPenelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing melalui \r\nplatform TikTok dan Instagram terhadap Brand equity pada Semen Tiga Roda. Latar belakang \r\npenelitian ini didasarkan pada meningkatnya peran media sosial sebagai sarana pemasaran \r\ndigital yang efektif dalam membangun ekuitas merek. Metode penelitian yang digunakan \r\nadalah kuantitatif dengan pendekatan Structural Equation Modeling – Partial Least Square \r\n(SEM-PLS) menggunakan aplikasi SmartPLS. Data diperoleh melalui penyebaran kuesioner \r\nkepada 124 responden, kemudian diolah untuk menguji hubungan antar variabel laten. Hasil\r\npenelitian menunjukkan bahwa Social Media Marketing TikTok berpengaruh positif dan \r\nsignifikan terhadap Brand equity (β = 0.348; t = 2.365; p = 0.018). Social Media Marketing\r\nInstagram juga berpengaruh positif dan signifikan terhadap Brand equity (β = 0.550; t = 3.398; \r\np = 0.001). Secara simultan, kedua variabel eksogen berpengaruh positif dan signifikan \r\nterhadap Brand equity dengan nilai Fhitung = 87.82 > Ftabel = 2.68. Nilai R-Square sebesar \r\n0.687 menunjukkan bahwa TikTok dan Instagram secara bersama-sama mampu menjelaskan \r\nBrand equity sebesar 68.7%, sedangkan sisanya 31.3% dipengaruhi oleh variabel lain di luar \r\npenelitian ini.Kesimpulan dari penelitian ini adalah bahwa strategi pemasaran melalui TikTok\r\nefektif dalam meningkatkan brand awareness, sementara Instagram lebih unggul dalam \r\nmembangun brand loyalty. Implikasi manajerial bagi Semen Tiga Roda adalah perlunya \r\nmengintegrasikan kedua platform dengan strategi yang berbeda: TikTok untuk memperluas \r\njangkauan dan awareness, serta Instagram untuk memperkuat hubungan dengan konsumen \r\nmelalui community building dan visual storytelling.\r\nKata Kunci: Social Media Marketing, TikTok, Instagram , Brand equity, SEM-PLS",
      "date_type": "published",
      "creators": [
        {
          "NPM": 21122487,
          "name": {
            "given": "Resti",
            "honourific": null,
            "lineage": null,
            "family": "Nuraeni"
          }
        },
        {
          "name": {
            "honourific": null,
            "given": "Hari",
            "lineage": null,
            "family": "Muharam"
          },
          "NPM": 401017601
        },
        {
          "name": {
            "family": "Patra",
            "honourific": null,
            "lineage": null,
            "given": "Eka"
          },
          "NPM": 401117607
        }
      ],
      "documents": [
          {
            "eprintid": 11191,
            "placement": 1,
            "security": "public",
            "format": "text",
            "uri": "http:\/\/eprints.unpak.ac.id\/id\/document\/20049",
            "rev_number": 1,
            "pos": 1,
            "docid": 20049,
            "main": "2026-RESTI NURAENI-487-ABSTRAK - rstti.n.pdf",
            "mime_type": "application\/pdf",
            "language": "en",
            "files": [
                {
                  "objectid": 20049,
                  "hash": "2dcb3ad43eff52c373aabff45ece82e1",
                  "mime_type": "application\/pdf",
                  "filesize": 112983,
                  "filename": "2026-RESTI NURAENI-487-ABSTRAK - rstti.n.pdf",
                  "uri": "http:\/\/eprints.unpak.ac.id\/id\/file\/111743",
                  "hash_type": "MD5",
                  "datasetid": "document",
                  "fileid": 111743,
                  "mtime": "2026-09-16 02:39:33"
                }
            ]
          },
          {
            "eprintid": 11191,
            "placement": 2,
            "security": "public",
            "uri": "http:\/\/eprints.unpak.ac.id\/id\/document\/20050",
            "format": "text",
            "rev_number": 1,
            "pos": 2,
            "mime_type": "application\/pdf",
            "main": "2026_RESTI NURAENII_487_BAB I - rstti.n.pdf",
            "docid": 20050,
            "language": "en",
            "files": [
                {
                  "objectid": 20050,
                  "hash_type": "MD5",
                  "filename": "2026_RESTI NURAENII_487_BAB I - rstti.n.pdf",
                  "uri": "http:\/\/eprints.unpak.ac.id\/id\/file\/111745",
                  "filesize": 408409,
                  "mime_type": "application\/pdf",
                  "hash": "a9740fedc552c1e176947965b191c804",
                  "fileid": 111745,
                  "datasetid": "document",
                  "mtime": "2026-09-16 02:39:41"
                }
            ]
          },
          {
            "security": "public",
            "placement": 3,
            "eprintid": 11191,
            "files": [
                {
                  "filename": "2026_RESTI NURAENI_487_BAB II - rstti.n.pdf",
                  "uri": "http:\/\/eprints.unpak.ac.id\/id\/file\/111747",
                  "hash_type": "MD5",
                  "mime_type": "application\/pdf",
                  "hash": "a8499ccf08087257b584cfc8eb931227",
                  "filesize": 411953,
                  "objectid": 20051,
                  "mtime": "2026-09-16 02:39:47",
                  "fileid": 111747,
                  "datasetid": "document"
                }
            ],
            "language": "en",
            "docid": 20051,
            "main": "2026_RESTI NURAENI_487_BAB II - rstti.n.pdf",
            "mime_type": "application\/pdf",
            "format": "text",
            "uri": "http:\/\/eprints.unpak.ac.id\/id\/document\/20051",
            "pos": 3,
            "rev_number": 1
          },
          {
            "eprintid": 11191,
            "placement": 4,
            "security": "public",
            "rev_number": 1,
            "pos": 4,
            "uri": "http:\/\/eprints.unpak.ac.id\/id\/document\/20052",
            "format": "text",
            "docid": 20052,
            "main": "2026-RESTI NURAENI-487-BAB III - rstti.n.pdf",
            "mime_type": "application\/pdf",
            "language": "en",
            "files": [
                {
                  "mtime": "2026-09-16 02:39:51",
                  "fileid": 111749,
                  "datasetid": "document",
                  "hash_type": "MD5",
                  "uri": "http:\/\/eprints.unpak.ac.id\/id\/file\/111749",
                  "filename": "2026-RESTI NURAENI-487-BAB III - rstti.n.pdf",
                  "filesize": 1218114,
                  "hash": "7950c1a4dbd3f2cf4d29057987993c6d",
                  "mime_type": "application\/pdf",
                  "objectid": 20052
                }
            ]
          },
          {
            "language": "en",
            "files": [
                {
                  "objectid": 20053,
                  "uri": "http:\/\/eprints.unpak.ac.id\/id\/file\/111751",
                  "filename": "2026_RESTI NURAENI_487_Daftar Pustaka - rstti.n.pdf",
                  "hash_type": "MD5",
                  "hash": "17c9c6e4ecbdad0aec95281476a22881",
                  "mime_type": "application\/pdf",
                  "filesize": 183434,
                  "fileid": 111751,
                  "datasetid": "document",
                  "mtime": "2026-09-16 02:39:55"
                }
            ],
            "uri": "http:\/\/eprints.unpak.ac.id\/id\/document\/20053",
            "format": "text",
            "pos": 5,
            "rev_number": 1,
            "main": "2026_RESTI NURAENI_487_Daftar Pustaka - rstti.n.pdf",
            "docid": 20053,
            "mime_type": "application\/pdf",
            "security": "public",
            "eprintid": 11191,
            "placement": 5
          }
      ],
      "pages": 121,
      "divisions": [
        "sch_bio"
      ],
      "type": "thesis",
      "subjects": [
        34,
        "c"
      ],
      "eprint_status": "archive",
      "metadata_visibility": "show",
      "department": "Program Studi Manajemen",
      "uri": "http:\/\/eprints.unpak.ac.id\/id\/eprint\/11191",
      "date": "2026-06-25",
      "userid": 45,
      "status_changed": "2026-09-23 02:46:07",
      "thesis_name": "Sarjana",
      "ispublished": "pub",
      "title": "Analisis strategi social media marketing TikTok dan \r\nInstagram dalam meningkatkan brand equity semen tiga roda.",
      "thesis_type": "Skripsi",
      "full_text_status": "public",
      "eprintid": 11191,
      "contributors": [
        {
          "type": "http:\/\/www.loc.gov\/loc.terms\/relators\/THS",
          "NIDN": 21122487,
          "name": {
            "lineage": null,
            "honourific": null,
            "given": "Resti",
            "family": "Nuraeni"
          }
        },
        {
          "type": "http:\/\/www.loc.gov\/loc.terms\/relators\/THS",
          "NIDN": 401017601,
          "name": {
            "family": "Muharam",
            "given": "Hari",
            "honourific": null,
            "lineage": null
          }
        },
        {
          "type": "http:\/\/www.loc.gov\/loc.terms\/relators\/THS",
          "NIDN": 401117607,
          "name": {
            "honourific": null,
            "given": "Eka",
            "lineage": null,
            "family": "Patra"
          }
        }
      ],
      "datestamp": "2026-09-23 02:46:07",
      "lastmod": "2026-09-23 02:46:07",
      "institution": "Universitas Pakuan"
    }