Analisis Video Comments to Likes Ratio Tiktok Pada 10 Brand Sepatu Terkenal di Dunia

Abstract

TikTok is a social media application launched by aChinese company and created in September 2016. TikTok entered Indonesia at the end of 2017. TikTok allows users to create videos of 15 seconds, 60 seconds, and 3 minutes along with music, filters, speed, beautify, and timer. In Indonesia, there are 30.7 million active users, making Indonesia the country with the largest TikTok users in the world. The large number of active TikTok users in Indonesia can certainly provide an opportunity for brands to make the TikTok platform a social media marketing platform. There are 10 world-famous shoe brands that use TikTok as a marketing platform, namely: Vans Off The Wall, Nike, Puma, Converse, DC Shoes, Adidas, Reebok, Asics, New Balance (NB), and Skechers. The purpose of this study is to calculate the credibility of the TikTok account performance of 10 World Famous Shoe Brands. The method used for this research is quantitative exploratory method. The results of this study indicate that the Reebok Shoe Brand gets the first rank and the New Balance (NB) Shoe Brand gets the lowest rank, so both of them have good account performance credibility.