Aini, Fadhila Qurotul (2026) Pengaruh Viral Marketing Terhadap Brand Trust Pada Skincare Glad2Glow Di Platform TikTok. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid growth of social media has transformed marketing strategies in the skincare industry, one of which is the implementation of viral marketing on TikTok. Glad2Glow, as one of the skincare brands that gained widespread popularity on TikTok, has successfully attracted consumers through educational content, content creator reviews, and trending formats such as Get Ready With Me and A Day in My Life. This virality has not only increased the brand's exposure but has also contributed to building consumers' trust in the brand. This phenomenon serves as the background of this study, which aims to examine the effect of TikTok viral marketing on brand trust toward Glad2Glow skincare products. This study employs the Elaboration Likelihood Model (ELM), which explains that audiences process persuasive messages through both the central and peripheral routes, influencing the formation of attitudes and trust toward a brand. An explanatory quantitative approach was adopted using an online questionnaire distributed to 100 TikTok users aged 13–27 who had watched viral Glad2Glow content, purchased, and used the products. The collected data were analyzed using validity and reliability tests, classical assumption tests, the t-test, the coefficient of determination, and simple linear regression analysis with SPSS. The results indicate that TikTok viral marketing has a positive and significant effect on brand trust toward Glad2Glow skincare products. The viral marketing variable explains 80.3% of the variance in brand trust, while the remaining 19.7% is influenced by other factors outside the scope of this study. The usefulness indicator emerged as the most dominant dimension, followed by credibility and informativeness. These findings confirm that the more informative, useful, and credible viral content disseminated through TikTok is, the higher consumers' level of trust in the Glad2Glow brand.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Contributors: |
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Fadhila Qurotul Aini | ||||||||
| Date Deposited: | 21 Jul 2026 06:33 | ||||||||
| Last Modified: | 04 Aug 2026 08:26 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56752 |
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