Tren Unggahan Tiktok Brand Aerostreet Dalam Membangun Reputasi Brand Lokalpasca Pandemi Covid-19. (TikTok Posting Trends of the Aerostreet Brand in Building Local Brand Reputation Post Covid-19 Pandemic).

Fahreza, Farel Alvi (2025) Tren Unggahan Tiktok Brand Aerostreet Dalam Membangun Reputasi Brand Lokalpasca Pandemi Covid-19. (TikTok Posting Trends of the Aerostreet Brand in Building Local Brand Reputation Post Covid-19 Pandemic). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the trends in TikTok posts by the local brand Aerostreet in building its reputation post-COVID-19 pandemic. The problem lies in the increasingly competitive footwear industry post-pandemic. This research employs a descriptive quantitative method with content analysis of 20 TikTok posts from Aerostreet. The findings indicate that Aerostreet has successfully generated high engagement through strategic collaborations, creative content, and trend-based campaigns. Posts such as the #AerostreetShopeeNusantara campaign and collaborations with major franchises like Harry Potter significantly enhanced brand visibility and created emotional connections with the audience. Moreover, interactive features like challenges, polls, and product reviews helped foster consumer loyalty. Content reliability testing revealed varying levels of coder agreement, with an average approval percentage of 70.5%, affirming consistency in branding message delivery. Aerostreet effectively leverages TikTok to strengthen brand associations and build a reputation as an innovative and relevant local brand. This strategy serves as a guideline for other local brands in integrating social media as a primary marketing tool to remain competitive in a dynamic market. Adopting a similar approach can assist local brands in creating a strong brand image and enhancing competitiveness.

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