PENGARUH KREATIVITAS KONTEN TIKTOK TERHADAP BRAND AWARENESS PADA KAMPANYE OPEN RECRUITMENT NOVO CLUB BATCH 4 REGION JAKARTA

Abstract

The development of social media has encouraged organizations to utilize digital platforms as communication and promotional tools, including for open recruitment activities. One of the most widely used platforms is TikTok due to its creative features that can effectively attract audience attention. This study aims to determine the influence of TikTok content creativity on brand awareness in the Open recruitment campaign of Novo Club Jakarta Region. This research employed a quantitative method with a explanation approach. The population consisted of audiences who had watched TikTok content from the Novo Club Batch 4 Open recruitment campaign in the Jakarta Region. The sampling technique used was purposive sampling, with a total sample of 100 respondents. Data were collected through questionnaires using a Likert scale and analyzed using SPSS through validity testing, reliability testing, normality testing, simple linear regression analysis, coefficient of determination, and hypothesis testing. The TikTok content creativity variable was measured through the dimensions of originality, relevance, attractiveness, storytelling, and interactivity. Meanwhile, the brand awareness variable was measured through the dimensions of brand recognition, brand recall, top of mind, and brand knowledge. The results indicate that TikTok content creativity has an influence on brand awareness in the Open recruitment campaign of Novo Club Jakarta Region. These findings suggest that the more creative the TikTok content presented, the higher the audience's level of awareness toward Novo Club.