Septian Maulana, Bagas (2025) Strategi Komunikasi Pemasaran Sepeda Listrik Viar Pekanbaru Dalam Membangun Brand Awareness, Melalui Media Sosial Tiktok. Other thesis, Universitas Islam Riau.

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Abstract

Research that has been carried out regarding "Viar Pekanbaru Electric Bicycle Marketing Communication Strategy in Building Brand Awareness Through TikTok Social Media" can be concluded, namely advertising, sales promotion, public relations, personal selling, direct marketing. And what viar Pekanbaru tends to do through their TikTok is Advertising and Promotion. With the 5 marketing communication theories by (Kotler, P., & Scheff, J. In Iga and Maya, 2020: 30) Viar uses two of the five existing theories, namely advertising and promotion to make the public aware of the existence of the Viar brand. Viar is more focused on digital marketing in developing their brand awareness, because Viar electric bicycles have a bigger market among young people, so they collaborate with young influencers from Pekanbaru, and they use social media, one of which is TikTok because TikTok is one of them. one of the most frequently used social media at the moment, especially regardless of age, from young to old, everyone uses TikTok on average. With content marketing, educational campaigns and influencer marketing, this has had a positive impact on the awareness of several people about Viar's presence. The positive impact of awareness of the Viar brand is proven by the statement of the resource person interviewed by the researcher, who at first did not know about Viar electric bicycles, but after seeing posts and content, with the participation of influencers, he became aware of the Viar bicycle brand. Here the focus is more on consumers who did not previously know about Viar bicycles, but after seeing Viar's content and marketing content posts uploaded on TikTok, thanks to the unique and interesting content posts, they became aware of it and in the end they became interested and found out about it. Viar electric bike on TikTok then make a purchase. Keywords: marketing communications, viar electric bicycle, brand awareness, TikTok social media

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