Penguatan Brand Attachment Yang Dipengaruhi Spesialisasi Konten Dan Algorithm Engagement Tiktok (Studi Pada Pelanggan Fashion BWBYAZ)
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Abstract
This study aims to analyze the influence of TikTok content specialization and algorithm engagement on brand attachment among BWBYAZ fashion customers. Amid the increasingly competitive digital fashion industry, a brand's ability to build emotional attachment with consumers has become an important factor in maintaining customer loyalty. This study employed a quantitative method involving 100 respondents who were BWBYAZ customers. Data were collected through questionnaire distribution and analyzed using SPSS version 25. The results indicate that content specialization and TikTok algorithm engagement have a positive and significant effect on brand attachment, both simultaneously and partially. These findings suggest that content that is focused, consistent, and aligned with audience characteristics, as well as content distribution supported by TikTok's algorithmic mechanism, can strengthen consumers' emotional attachment to a brand. Therefore, content specialization strategies and the effective utilization of algorithm engagement can serve as important factors in strengthening brand attachment among BWBYAZ customers
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References
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