Ridho, Muhammad Hafizh Naulir (2026) Pengaruh Persepsi Konsumen dan Brand Awareness terhadap Peningkatan Penjualan Online Produk Aerostreet pada Platform TikTok Shop. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Major transformation is business marketing patterns and consumer behavior has occurred due to the development of digital technology. The Tiktok Shop platform is one of several phenomena that has emerged, combining the concept of entertainment with online buying and selling activities. Aerostreet, an Indonesian local footwear brand, utilizes TikTok Shop to expand its market reach through creative promotions and influencer collaborations. However, online sales growth is not only influenced by digital presence but also by consumer perception and brand awareness toward the product. The purpose of this research is to analyze the effect of consumer perception and brand awareness on increasing online sales of Aerostreet products on the TikTok Shop platform. An associative quantitative approach using multiple linear regression was implemented in this research. The data was obtained by distributing questionnaires to 100 respondents who were Aerostreet consumers on TikTok Shop. The findings show that consumer perception and brand awareness simultaneously and significantly influence online sales growth. Partially, consumer perception has a significant positive effect on online sales growth, as does brand awareness, which has a significant positive effect on online sales growth for Aerostreet product. The coefficient of determination (R²) value shows that both independent variables contribute significantly to online sales growth. This study concludes that developing positive consumer perceptions and strong brand awareness is crucial for digital marketing success, particularly in the era of social commerce represented by TikTok Shop.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Muhammad Hafizh Naulir Ridho | ||||||||
| Date Deposited: | 22 May 2026 03:39 | ||||||||
| Last Modified: | 22 May 2026 03:51 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52110 |
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