HUBUNGAN KUALITAS PESAN PADA KONTEN TIKTOK @PARAGONCCORP.ID TERHADAP REPUTASI PERUSAHAAN

Abstract

This study aims to analyze whether there is a relationship between the quality of messages in the content of Tiktok @paragoncorp.id and the reputation of Paragon Technology and Innovation. The sampling technique used non-probability sampling with purposive sampling. Data was obtained using a questionnaire in the form of a Google form that was distributed online to 100 respondents. The data analysis method in this study used the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with the Smart PLS 4.0 data processing program. The results showed that the quality of messages in the @paragoncorp.id TikTok content did not affect the reputation of Paragon Technology and Innovation. However, the relevance of content on TikTok @paragoncorp.id significantly affects the reputation of Paragon Technology and Innovation