Pengaruh Terpaan Konten Komunikasi Pemasaran Akun Tiktok @lafiye.com terhadap Citra Merek Positif Produk Hijab Lafiye (Studi pada Pengguna Hijab di Komunitas Duta Hijab Radar Malang Angkatan 2023 s.d 2025)

This research is motivated by the growth of information technology and the internet, which has transformed many aspects of life, including consumer behavior patterns on the TikTok platform, which has experienced an increase in users from the previous year. This study aims to explore the impact of social media marketing content exposure through TikTok @lafiye.com on the positive brand image of Lafiye hijab.
The theory used in this research is marketing communication theory, which conveys information, persuades, and reminds consumers about their products and brands. The research method employed in this thesis is quantitative with an associative type to determine the relationship between two or more variables. The sampling technique used in this research is total sampling, where the number of samples equals the population size.
This study involves members of the Duta Hijab Radar Malang Community from the 2023 to 2025 cohorts who are familiar with the Lafiye hijab brand and are interested in purchasing Lafiye products. Data was collected through Likert Scale-based questionnaires and analyzed using validity tests, reliability tests, simple linear regression tests, and partial hypothesis tests (t-test). The research results show that all statement items used in this study are valid as measurement tools, and a significant positive relationship was found between Digital Marketing Communication and Positive Brand Image, providing strong statistical evidence regarding the influence of digital marketing communication on positive brand image.
This research proves that Lafiye's Digital Marketing Communication strategy through TikTok successfully builds and strengthens its positive brand image within the Duta Hijab Radar Malang Community from the 2023 to 2025 cohorts. The findings in this research can serve as a reference for other Muslim fashion brands in developing their Digital Marketing Communication strategies.