PENGARUH VIRAL MARKETING DAN SOSIAL MEDIA TIKTOK TERHADAP CUSTOMER ENGAGEMENT DALAM DIGITAL MARKETING PADA AKUN MAN STUFF

This research aims to describe the influence of viral marketing and TikTok social media on customer engagement in digital marketing on Manstuff accounts. This research was conducted on the audience of the TikTok Manstuff account with 135 respondents. The sampling technique uses purposive sampling, data collection is carried out using a questionnaire. Scale Range and Sem data analysis techniques -pls. The instrument test in this research is to carry out validity, reliability and hypothesis testing and the data analysis tool used in this research is multiple linear regression analysis. Based on the analysis that has been carried out, the results show that: 1) viral marketing has a significant effect on customer engagement, 2) social media has a significant effect on customer engagement, 3) social media has a significant effect on customer engagement which is moderated by viral marketing.