TINGKAT BRAND AWARENESS MELALUI KONTEN MEDIA SOSIAL TIKTOK (Analisis Isi Kualitatif Produk Micellar Water di Akun TikTok @theoriginote)

In the era of globalization, technology is developing very quickly. Social media plays an important role in the development of technology. One example of this emergence is TikTok social media with 106.52 million active users in 2023. One of the brands that uses the TikTok application as an intermediary to introduce its products is The Originote. Through TikTok introducing its newest product hyalurose micellar water using brand awareness theory for product launching. Therefore, this research is based on the aim of knowing how the level of brand awareness through TikTok social media content, considering that knowing the level of product brand awareness is very important.
In this study, researchers used a content analysis research method with a qualitative research approach and descriptive research type. The analysis was carried out using Aaker's Brand Awareness theory. The data collection techniques used are documentation and literature study. And the data analysis technique that researchers use is the interactive model. To test the validity of the data, this research uses source or data triangulation techniques. The results of this study indicate that the level of brand awareness of The Originote's hyalurose micellar water product in launching products on the TikTok @theoriginote account is at the brand recognition level, because the content about hyalurose micellar water products and data from informants shows the ability to recognize products from visual markers. This is reinforced by the product life cycle or brand life cycle, The Originote hyalurose micellar water product is in the introduction stage which is still starting to introduce its products to the target audience.