Analisis Brand Respons Pada Neynis Food Berdasarkan Data Media Sosial TikTok

Abstract

TikTok is a social media platform that is experiencing a growth in user numbers globally, including Indonesia.
Social media has become an effective medium for businesses to deliver marketing communications. The existence
of TikTok has helped a number of businesses gain popularity, including a culinary business called Neynis Food.
This research aims to analyze brand responses to Neynis Food after facing a number of viral events. The analysis
was carried out using the brand resonance model which consists of brand judgments and brand feelings. Data
collection was carried out using a descriptive exploratory method to explore and explain the response of TikTok
social media users to the Neynis Food brand which was associated with a number of viral events. The data
collected and used comes entirely from search results owned by the social media application TikTok. The results
of this research indicate that brand responses to Neynis Food are negative and require follow-up action to improve
them.