The Influence of Digital Marketing on Brand Awareness on Mukena Products Through the Tiktok Application at Awalialdi Collection Tasikmalaya Regency

The Awalialdi Collection, Local MSMEs in Tasikmalaya Regency, Engaged in Making Mukena as Muslim Fashion. Awalialdi Collection is a local MSME in Tasikmalaya Regency that has the potential to produce mukena for use as part of Muslim fashion. Facing frequent competitive forces, Awalialdi Collection is employing a digital marketing strategy that includes product usage videos, customer reviews, and collaborations with influencers on the TikTok media platform. Method: This is a quantitative study that uses descriptive methods and has critical capabilities. TikTok Digital Marketing by Awalialdi Collection falls under the 'Good' category. This is supported by the findings of a recapitulation of respondents’ answers, which indicates that the total score obtained is equal to 3,214 out of a maximum of 3,880. The promotions running on TikTok are believed to effectively capture societal interests and create a positive conviction for the mukena from Awalialdi Collection. The outcome of a simple linear regression analysis shows that digital marketing via TikTok has a positive and significant impact on brand awareness. This is indicated by the regression coefficient value (0.786, P-value = 0.000, t-table = 1.661). Moreover, the R² value of 0.490 indicates that 49.0% of the increase in brand awareness is attributed to digital marketing, while the remaining 51% comes from other factors not studied in this research (such as product quality, price, or service).