Effects of Content Marketing, Influencer Marketing, and e-WOM on Brand Awareness for Local Fashion Brand Rucas Among TikTok Users Yogyakarta

Abstract

This research aims to examine and analyze the extent to which content marketing, influencer marketing, and electronic word of mouth (e WOM) contribute to brand awareness for RUCAS, a regional fashion brand that has gained recognition on the TikTok platform. To achieve this objective, the study applies a quantitative approach, using questionnaires as the main instrument for collecting data. The population of this research consists of TikTok users who have encountered RUCAS content and are already familiar with the brand, while the sample was determined through a purposive sampling technique involving 130 respondents. The collected data were then processed using multiple linear regression analysis to test the proposed relationships between variables. The results reveal a consistent pattern, showing that both simultaneously and partially, the three variables of content marketing, influencer marketing, and e WOM have a positive and significant influence on brand awareness. These findings confirm that for a local fashion brand such as RUCAS, strengthening consumer awareness on TikTok depends heavily on the combined and individual contribution of all three marketing strategies, none of which can be overlooked in efforts to build brand visibility within an increasingly competitive digital market.