The Effect of Tiktok Content Marketing on Brand Awareness of the Glad2Glow
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Abstract
The beauty industry is growing rapidly, driving intense competition among skincare brands. Glad2Glow, a China-based skincare and make-up brand popular among Generation Z, experienced fluctuating brand reputation and recurring consumer confusion about product information on TikTok. This study aims to describe content marketing and brand awareness, and to analyze the effect of TikTok content marketing on brand awareness of Glad2Glow products. This study used a quantitative method with a descriptive-verificative approach. Data were collected through a structured online questionnaire using a five-point Likert scale, distributed to 384 Generation Z respondents who had been exposed to Glad2Glow's TikTok content and used or purchased Glad2Glow products, selected through purposive sampling. Data were analyzed using descriptive statistics, classical assumption tests, and simple linear regression. The results show that both content marketing and brand awareness are in the high category. Content marketing has a positive and significant effect on brand awareness, with an R² value of 0.318. These findings indicate that educational, informative, and trustworthy TikTok content plays an important role in strengthening consumer awareness of the Glad2Glow brand.
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