ANALYSIS OF THE INFLUENCE OF TIKTOK'S SOCIAL MEDIA MARKETING ON BRAND EQUITY, BRAND LOYALTY AND BRAND EXPERIENCE ON HALAL SKINCARE PRODUCTS

This is because it relates to the suitability of the target market that has been made. The large number of different brand choices on the market encourages Wardah to be superior in competition, namely through good brand equity in order to seize market share and gain profits, because good brand equity will create added value for consumers to make repeated product purchases in the future. come. Given the very high competition, encouraging the cosmetic industry to carry out various strategies to win the competition. Wardah carries out various strategies to attract customers to make purchases, one of which is a strategy based on emotional motives, namely by reviewing the experience that users get from the product. This study aims to analyze the effect of social media marketing on brand equity, brand loyalty and brand experience. The research method uses quantitative methods with purposive sampling technique. The distribution of the questionnaire was made online via the Google form which was distributed to 240 respondents within one week. Analysis can in this study use Partial Least Square (PLS). The results of this study are that there is a significant influence between social media marketing on brand equity, brand loyalty and brand experience. Brand experience has an influence on brand loyalty and brand equity.


INTRODUCTION
In Indonesia, internet users have reached 212,9 million people who are active on social media.This is supported by We Are Social's latest report, in January 2023 or equivalent to 77% of Indonesia's population have experienced access to cyberspace.Seeing the trend, the number of internet users in Indonesia continues to grow every year.The increase in domestic internet users occurred in 2017.Of these, 98.3% of internet users in Indonesia use mobile phones.In addition, the average Indonesian uses the internet for 7 hours and 42 minutes every day.The duration of users using social media, WhatsApp is the most frequently opened social media in Indonesia with an average duration of 29 hours 6 minutes per user in one month.The next ranking is occupied by TikTok with an average duration of 29 hours, then YouTube with a duration of 26 hours 48 minutes, Instagram with a duration of 15 hours 24 minutes, and Facebook with a duration of 14 hours 36 minutes.
There is a TikTok application that is becoming a trend in the world.Since the TikTok application was first introduced in 2016, now the number of active users of the TikTok application has reached more than 1 billion worldwide.Indonesia was recorded as the country with the second largest TikTok user in the world in April 2023.The We Are Social report notes that TikTok users in the world are expected to reach 1.09 billion in April 2023.Statista also noted that between 2021 and 2022, several popular social media will add short video features to their in it, following in the footsteps of TikTok.Various categories of video content are found in the TikTok application, beauty or skincare is one of the most watched video categories.The beauty content category ranks sixth as the most popular content on TikTok.This phenomenon also occurs in Indonesia, where the fashion or beauty category is ranked third out of the five most watched video categories, so that cosmetic product industry businesses use it to carry out marketing through the TikTok application.
One skincare brand that has successfully taken advantage of skincare product review content opportunities is a local brand called Wardah.Wardah has also obtained halal certification.Wardah takes an approach by utilizing relevant and entertaining content to create interaction, which Wardah has done through the hashtag challenge and the jingle #StayColorFitAtHome last year on TikTok.By collaborating with creactors, Wardah managed to collect 172,000 views from creators' videos with an engagement rate of 15.5%.The hashtag #StayColorFitAtHome also has more than 6 billion views and more than 52 million unique reach.From there it can be seen that Wardah is a brand that has the potentioal to be quite large in the world.This trend was welcomed by local beauty brand Wardah, whose sales were boosted through TikTok.Form a survey conducted of hundreds of TikTok users, 61% of respondents admitted they preferred local brands, and even during the promo season, 68% of respondents shopped for more local brands.In this case, Wardah Beauty's TikTok account is influential for branding the product.Apart from that, Wardah beauty's TikTok account is also one of Wardah's marketing strategies.This shows that the Wardah account is considered capable of creating up-to-date content so that followers don't miss the latest information and news provided by Wardah Cosmetics.Apart from being the most favorite show on TikTok, Wardah is also holding a campaign in 2021 that can bring benefits to Wardah consumers and the community.Through this campaign, Wardah is also committed to bringing benefits and having a wider impact on consumers and society.In this campaign Wardah builds the Indonesian halal beauty industry, Wardah also applies high standards that focus on research, innovation and technological progress.
Not only that, Wardah also held a challenge on the TikTok application with a holiday prize to Labuan Bajo.How to join this challenge can be by doing live TikTok using products from Wardah.In addition, you can make TikTok videos by including Wardah products in the yellow basket as often as possible so that lots of people check out.Always updated and relevant to the latest trending issues, is the key to the success of Wardah's digital team.This challenge is carried out from March 12 -April 20 2023 by telling stories in the form of TikTok videos.That way it can provide a pleasant experience for consumers.In addition to the achievements that have been achieved, the challenge undertaken by Wardah Cosmetics coannot be separated from the brand equity of Wardah itself.Not infrequently Brand Equity is used as a differentiator by consumers with other products, Brand Equity is formed by a product so that it can provide added value directly or indirectly, because a strong brand is a brand that can be easily recognized in the market.
Marketing using social media can build a deep component for brand equity, which can build recognition of the existence of a brand in the market, and can also shape the product image produced by a brand.This is a big capital in competing in the current era of industrialization and is expected to support product sustainability.Ratana

Brand Equity
Brand equity is a separate asset from producers that will provide a separate meaning for consumers.Aaker (2018) says that brand equity is a set of assets and liabilities associated with a brand, name, symbol, which can add or reduce the value provided by a product or service to the company and its consumers.Brand equity or it can also be said as brand equity is the added value that a company has when compared to its competitors.Brand equity is also influenced by the perceptions and experiences of consumers.
The results of this study support the results of previous research (Xie et al, 2017) which states that a good brand experience can increase the quality of brand influence.With the quality of brand influence, it will be able to increase sales in a brand.Prahalad and Ramaswamy (2015) show that today's consumers are increasingly empowered and interconnected, companies, especially marketers, must jointly form good brand equity to create brand experiences with consumers.

Brand Loyalty
Syafrida Hafni Sahir, et al in the book basics of Marketing (2021) define brand loyalty as a measure of consumer closeness or attachment to a brand.Simply put, brand loyalty describe the possibility of consumers to switch to another brand or not.Especially when the brand changes, such as a price increase or other changes.In general, consumers who are loyal to the brand will continue to use the brand even though they are faced with many alternative brands that are superior to competitors' products.Conversations between peers provide companies another cost-effective way to increase brand awareness, increase brand recognition and memory, and increase brand loyalty (Gunelius, 2011).
Thus, it can be said that social media helps companies build brand loyalty through networking, conversation, and community building (McKee, 2010).
The findings of this study confirm previous research by (Ismail, 2017), which found that social media marketing invitiatives have a beneficial impact on brand loyalty.
Social media marketing actions in this case are activities that effectively develop influence and good communication between brands and customers.So that in the end the customer will give loyalty to the brand.Ramadhan et al (2019), the results of his research are the variable frequency of updating content which has the greatest influence on consumer loyalty.marketing through social media can currently be used to influence consumers to choose, use brands and share with other consumers about brands.

H4 : Sosial Media Marketing positively Brand Loyalty
Customer loyalty, which generally refers to a strong commitment to repurchase a preferred product or service (Kim et., al., 2018).Griffin (2005) states "loyalty is defined as non-random prize expressed over time by some decision making unit."Based on this definiton, it can be explained that loyalty refers more to the behavioral manifestations of decision-making units to make continuous purchases of goods or services from a slected company.Another effort that can be used to invrease brand loyalty is to improve brand experience.

RESEARCH METHOD
This study uses a quantitativea approach.The population used in this study are all consumers who frequantly buy cosmetic products, especially Wardah products.The data collection technique uses the sampling technique used, namely purposive sampling.Data was obtained through an online questionnaire which was distributed to 240 respondents.The data obtained was then analyzed using SmartPLS software.

Convergent Validity
Convergent validity analysis is used to evaluate whether indicators can measure variables with expected values >0.60 (Chin, 1998in Ghozali, 2006).

Average Variance Extracted (AVE)
Apart from observing the cross lloading value, discriminant validity can be seen from the average variant extracted (AVE) value for reach indicator with the provision that the value must be > 0.5 for a good model.
The following is the average variant extracted (AVE) value of each variable used in this study :

The Effect Brand Experience on Brand Equity
Based on the results of the third hypothesis test (H3) that has been carried out, it proves that the brand experience variable has a significant influence on brand equity.
Building a favorable sensory brand experience is critical in service settings to strengthen a brand's competitive position and equity.Brand experience in this case will cause consumer reactions and behavior which will likely lead to associations, thoughts and conclusions that are more relevant to consumer tastes.

(
2018) explained that social media marketing is a strategy for companies because it can create brand equity for products.The customer/product relationship has a positive and direct impact on Brand Loyalty so that it can be concluded that TikTok social media can become a platform for a brand like Wardah, to achieve the shared desires of thr company's brand community activities.The reason Wardah still has loyal consumers, although not a few have bad and detrimental comments, is because of the influence of social media marketing.Social media marketing is an organizational channel for two-way communication with consumers using platforms that have been integrated into consumers' daily lives.Loyalitas in important because a successful marketing strategy supported by local customers will produce loyal custoomers.Loyalty is so important for the facial care company Wardah, which has made loyalty a matter of concern in its marketing strategy.Oliver defines brand loyalty as a deep commitment to repurchase and continuously subscribe to a product or service in the future(Ningrum 2019).In this study.Brand equity and brand loyalty are separated because, in previous research, the researcher used a customer based brand equity variable.Keller defines customer based customer based brand equity as a form of brand differentiation of brand knowledge as a resultt of thr consumer experience of the brand.Thus, new brand equity is formed if consumer have a high level of awareness and familiarity with a brand and have strong, positive and unique brand associations in their memory.The customer based brand equity model is a brand equity approach taken from consumers.So in creating and managing brand equity, you should be able to realize how important the customer based brand equity is useful so that a brand can have its own characteristics and have its own meaning for customers.Given the very high competition, encouraging the cosmetic industry to carry out various strategies to win the competition.Eslami argues that brand experience substantially influences perceived brand quality and brand image.Based on the background above, the researchers above feel it is important to conduct basic research on phenomena that occur in the dield regarding Social Media Marketing TikTok on Brand Equity, Brand Loyalty, and Brand Experience.Therefore researchers conducted a study with the litle: Social Media Marketing TikTok on Brand Equty, Brand Loyalty and Brand Experience on Wardah Cosmetic Products.THEORITICAL FRAMEWORKSocial Media MarketingThe tremendous advances of the internet have revolutionized marketing practices.Social media marketing is a new dimension of digital marketing practice.Social media marketing is the process of communicating brand-related information through social networking sites such as Facebook, LinkedIn, Instagram, Youtube, Twitter, MySpace and WeChat to connect with various stakeholders (Albanna, Alalwan & Al-Emran, 2022).Social media is now widely regarded as an effective tool for reducing misunderstandings and rumors about brands and increasing brand value by providing a new data-driven paradigm for consumers to interact, collaborate, and exchange information and content online (Adikari, Burnett, Sedera, de Silva & Alahakoon, 2021).Social media marketing is used to build brand equity by a company.With a positive image or image it makes good impact on society thereby increasing brand equity(Nam et al., 2011).In managing social media marketing activities, it can increase consumer brand equity(Bruhn, Schoenmueller, & Schafer, 2012; Kim &   Ko, 2012).Nobar,Kaljahi & Rostamzadeh (2020)    emphasized that social media marketing activities have a positive correlation with brand equity.Chen & Qasim (2021) suggest that a company's brand equity can be successfully enhanced by social media marketingactivities.   et.al (2009) Brand    Experience is defined as the emotions, thoughts, feelings, and reactions evoked by the brand on its customers.Consumers begin to feel the presence of a brand when they search for goods or services, make purchasing decisions, and use the brand's goods or services.Thus the brand experience is an important aspect, because customers can remember the brand because an emotional bond has been created between the product and the customer.Businesses should not underestimate this, because the brand experience will be experienced by customers when they are enjoying or using the product or service.Brand experience can also be experienced by customers when customers are interacting online on social media for a product or service.In social media settings, mainly brand experiences are created via the internet, which enables multi-sensory communication between consumers and brands(Yang, Liu, Liang & Tang 2019;   Fiore et al., 2005).When customers are informed about how to use the brand to fulfill their needs and wants through social media, it reinforces a positive brand experience(Akaka, Vargi, & Schau, 2015).
) define brand experience as a subjective matter, namely the internal reponse from customers (sensations, feelings, awareness, and behavioral responses) elicited by brand-related stimulants such as design, identity, packaging, communication, and the environment of a brand.(Huang, 2017).Based on eMarketer 2020, 65% of consumers are influenced by a positive experience during a purchase, therefore many brands are created to anhance a memorable shopping experience (Mostafa & Kasamani, 2020).Brand experience is an important thing to pay attention to and develop in order to create brand loyalty, play a role in obtaining and maintaining business success in the form of long-term relationships with customer (Kang et al., 2017; in Mostafa & Kasamani, 2020).The results of this study support the results of previous research conducted by (Brakus et al, 2009) which stated that brand experience positively influences brand loyalty.In this case a positive brand experience provides a pleasant experience to consumers so that consumers feel like repeating the same experience H5 : Brand Experience positively Brand Loyalty

(
2018: 26) explains the effect of social media marketing on brand equity, which shows that social media marketing has an influence on brand equity.This is also supported in the research of Nobar,Kaljahi & Rostamzadeh (2020)    which confirms that social media marketing has a positive correlation with brand equity.The Effect Social Media Marketing on Brand ExperienceBased on the results of testing the second hypothesis (H2) that has been done, it proves that social media marketing variables have a significant influence on brand experience.The results of this study are in line with the research of K. Koay et al, (2020), which states that social media marketing positively influences brand experience.So, social media marketing can improve the brand experience of a brand to customers this also supported in research by Yang, Liu, Liang & Tang, (2019) which states that in social media settings, brand experiences are primarily created via the internet, which enables multi-sensory communication between consumers and brands.The results of other studies also say that consumers create brand experiences through various brand cues, such as logos, brands, characters, colors, songs, jingles, and brand-related slogans.(Morgan-Thomas & Veloutsou, 2013).

Table 2 .
Average Variance Extracted