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Copyright (c) 2026 M Firmanda Ardiansyah, Achmad Munif, Sidanatul Janah (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Integrating Autocratic Leadership and TikTok-Ads Manager Analytics: A Mixed-Methods Study on Corporate Branding Enhancement
Corresponding Author(s) : M Firmanda Ardiansyah
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 13 No. 1 (2026): June
Abstract
This study investigates how the interaction between autocratic leadership and TikTok Ads Manager shapes corporate branding outcomes and practitioner perceptions. Existing branding and leadership literatures treat authority structures and platform technologies as analytically separate, thereby overlooking their joint role in coordinating strategic control and algorithmic execution within digital campaigns. Using a mixed-methods design, the analysis combines campaign data and practitioner interviews to demonstrate that autocratic leadership structures decision clarity and message discipline, while TikTok Ads Manager operationalizes reach, allocation efficiency, and real-time adaptation. This interaction constitutes a governance–technology nexus that produces measurable gains in brand coherence and reputation rather than isolated performance effects. The implication is that firms must align leadership authority with platform capabilities to sustain consistent and adaptive branding under conditions of digital competition.
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- Aji, G. S., & Mala, I. K. (2024). Improving the quality of human resources to achieve a company’s competitive advantage in the digital era: Trends, innovations, and challenges. Journal of Management and Creative Economy, 2(3), 1–17.
- Al Kautsarrani, D. L., & Sanggarwati, D. A. (2024). Analysis of autocratic leadership style and job satisfaction level on employee performance of PT Mitra Konsindo Abadi. Journal of Economics, Business, Management, Accounting and Social Sciences, 2(4), 206–211.
- Alfurtoni, A. N., & Hidayat, D. (n.d.). The role of leaders in managing TikTok’s digital media-based businesses. Retrieved October 14, 2025, from https://ejurnal.ars.ac.id/index.php/jdcode/article/download/1561/872
- Azhari, D. S., Afif, Z., Kustati, M., & Sepriyanti, N. (2023). Mixed method research for dissertation. Innovative: Journal of Social Science Research, 3(2), 8010–8025.
- Chin, J., Herlina, S. T., Djunaedi, H., & Sumarno, S. T. (2025). Creative management: The art of leading in an era of change. PT Lost in Education.
- Estaswara, H., Yuliastini, E., & Kurniasari, C. W. (2023). Brand as the main message of integrated marketing communication (IMC) in Indonesian journals in 2020. Journal of Communication Sciences, 21(1), 43–61.
- Fitriyana, D., Assayuti, M. J., Suryaningsih, Laia, H. W., Wahyudin, C., & Salbiah, E. (2024). The role of leadership in the organization. Karimah Tauhid, 3(2), 1747–1763. https://doi.org/10.30997/karimahtauhid.v3i2.11908
- Jazuli, K., Fauza, N., Saefullah, A., & Suharmanto, S. (2024). Promotion strategies in facing global competition from the perspective of Islamic business ethics [Strategi promosi dalam menghadapi persaingan global ditinjau dari etika bisnis Islam]. Commodities: Journal of Economic and Business, 5(1), 14–31.
- Karin, K. N. K., & Wardani, A. A. (2024). Analysis of leadership style in decision making in village-owned enterprises (BUMDes) in Madiun Regency. National Seminar on Student Mobility Best Practices, 1, 93–99.
- Koeswayo, P. S., Haryanto, H., & Handoyo, S. (2024). The impact of corporate governance, internal control, and corporate reputation on employee engagement: A moderating role of leadership style. Cogent Business & Management, 11(1), 2296698. https://doi.org/10.1080/23311975.2023.2296698
- Lestari, S. (2024). The effectiveness of digital promotion in attracting millennials and Gen Z. Journal of Economics, Business, Management, Accounting and Social Sciences, 3(1), 1–5. https://doi.org/10.63200/jebmass.v3i1.162
- Lieven, T. (2022). How behavioral branding affects brand equity. Frontiers in Psychology, 13, 904736. https://doi.org/10.3389/fpsyg.2022.904736
- Lipiäinen, H. S. M., & Karjaluoto, H. (2015). Industrial branding in the digital age. Journal of Business & Industrial Marketing, 30(6), 733–741. https://doi.org/10.1108/JBIM-04-2013-0089
- Mai, N. K., Nguyen, A. K. T., & Nguyen, T. T. (2021). Implementation of corporate social responsibility strategy to enhance firm reputation and competitive advantage. Journal of Competitiveness, 13(4).
- Maleha, N. Y. (2025). Analyze the influence of branding strategies in building a strong brand image. Journal of Business and Management (JURBISMAN), 3(2), 475–484.
- Ningsih, E., Norhidayati, F., & Nazmi, N. K. (2025). SWOT analysis of autocratic leadership. Paraduta: Journal of Economics and Social Sciences, 3(1), 29–34.
- Palupi, A., Wolor, C. W., & Wolf, E. D. (2025). Analysis of the effectiveness of social media in increasing brand awareness in DBD Powder. Scientific Journal of Economics and Management, 3(5), 308–318. https://doi.org/10.61722/jiem.v3i5.4643
- Prastiwi, N. L. P. E. Y., & Suryawan, I. K. W. (2025). The influence of autocratic leadership style, workload, and work stress on employee performance. Journal of Economics, Accounting and Nusantara Management, 4(1), 53–61.
- Priambudi, A. (2025). The influence of authoritarian leadership and market culture on job hopping decisions of Generation Z employees with career adaptability as a mediating variable in the hospitality industry in D.I. Yogyakarta [Undergraduate thesis, YKPN Yogyakarta College of Economics].
- Pugu, M. R., Riyanto, S., & Haryadi, R. N. (2024). Research methodology: Concepts, strategies, and applications. PT Sonpedia Publishing Indonesia.
- Purnomo, K. S. H., & Saputra, A. W. (2022). Leadership implementation analysis as brand image in military organizations: Evidence from Indonesia. Al-Qardh, 7(2), 124–134. https://doi.org/10.23971/jaq.v7i2.5854
- Sharabati, A.-A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The impact of digital marketing on the performance of SMEs: An analytical study in light of modern digital transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667
- Sitasari, N. W. (2022). Get to know content analysis and thematic analysis in qualitative research. Scientific Forum, 19(1), 77–84.
- Soto Betancourt, D., & von Oehsen, T. (2021). The effectiveness of TikTok in building small businesses: A quantitative study of a media sharing network based on the task-technology fit model.
- Wang, C., Chen, X., Yu, T., Liu, Y., & Jing, Y. (2024). Education reform and change driven by digital technology: A bibliometric study from a global perspective. Humanities and Social Sciences Communications, 11(1), 256. https://doi.org/10.1057/s41599-024-02717-y
- Widiastuti, S., & Kusumaningrum, J. (2022). Corporate identity design to improve the company’s brand image. Management, 2(2), 150–159.
- Xiao, Y., He, W., Zhu, Y., & Zhu, J. (2022). A click-through rate model of e-commerce based on user interest and temporal behavior. Expert Systems with Applications, 207, 117896. https://doi.org/10.1016/j.eswa.2022.117896
- Zainuddin, M., & Nasikhah, A. (2020). The role of organizational culture in improving employee performance (case study at LAZNAS Nurul Hayat Kediri) [Peran budaya organisasi dalam meningkatkan kinerja karyawan]. Istithmar, 4(2). https://doi.org/10.30762/istithmar.v4i2.8
References
Aji, G. S., & Mala, I. K. (2024). Improving the quality of human resources to achieve a company’s competitive advantage in the digital era: Trends, innovations, and challenges. Journal of Management and Creative Economy, 2(3), 1–17.
Al Kautsarrani, D. L., & Sanggarwati, D. A. (2024). Analysis of autocratic leadership style and job satisfaction level on employee performance of PT Mitra Konsindo Abadi. Journal of Economics, Business, Management, Accounting and Social Sciences, 2(4), 206–211.
Alfurtoni, A. N., & Hidayat, D. (n.d.). The role of leaders in managing TikTok’s digital media-based businesses. Retrieved October 14, 2025, from https://ejurnal.ars.ac.id/index.php/jdcode/article/download/1561/872
Azhari, D. S., Afif, Z., Kustati, M., & Sepriyanti, N. (2023). Mixed method research for dissertation. Innovative: Journal of Social Science Research, 3(2), 8010–8025.
Chin, J., Herlina, S. T., Djunaedi, H., & Sumarno, S. T. (2025). Creative management: The art of leading in an era of change. PT Lost in Education.
Estaswara, H., Yuliastini, E., & Kurniasari, C. W. (2023). Brand as the main message of integrated marketing communication (IMC) in Indonesian journals in 2020. Journal of Communication Sciences, 21(1), 43–61.
Fitriyana, D., Assayuti, M. J., Suryaningsih, Laia, H. W., Wahyudin, C., & Salbiah, E. (2024). The role of leadership in the organization. Karimah Tauhid, 3(2), 1747–1763. https://doi.org/10.30997/karimahtauhid.v3i2.11908
Jazuli, K., Fauza, N., Saefullah, A., & Suharmanto, S. (2024). Promotion strategies in facing global competition from the perspective of Islamic business ethics [Strategi promosi dalam menghadapi persaingan global ditinjau dari etika bisnis Islam]. Commodities: Journal of Economic and Business, 5(1), 14–31.
Karin, K. N. K., & Wardani, A. A. (2024). Analysis of leadership style in decision making in village-owned enterprises (BUMDes) in Madiun Regency. National Seminar on Student Mobility Best Practices, 1, 93–99.
Koeswayo, P. S., Haryanto, H., & Handoyo, S. (2024). The impact of corporate governance, internal control, and corporate reputation on employee engagement: A moderating role of leadership style. Cogent Business & Management, 11(1), 2296698. https://doi.org/10.1080/23311975.2023.2296698
Lestari, S. (2024). The effectiveness of digital promotion in attracting millennials and Gen Z. Journal of Economics, Business, Management, Accounting and Social Sciences, 3(1), 1–5. https://doi.org/10.63200/jebmass.v3i1.162
Lieven, T. (2022). How behavioral branding affects brand equity. Frontiers in Psychology, 13, 904736. https://doi.org/10.3389/fpsyg.2022.904736
Lipiäinen, H. S. M., & Karjaluoto, H. (2015). Industrial branding in the digital age. Journal of Business & Industrial Marketing, 30(6), 733–741. https://doi.org/10.1108/JBIM-04-2013-0089
Mai, N. K., Nguyen, A. K. T., & Nguyen, T. T. (2021). Implementation of corporate social responsibility strategy to enhance firm reputation and competitive advantage. Journal of Competitiveness, 13(4).
Maleha, N. Y. (2025). Analyze the influence of branding strategies in building a strong brand image. Journal of Business and Management (JURBISMAN), 3(2), 475–484.
Ningsih, E., Norhidayati, F., & Nazmi, N. K. (2025). SWOT analysis of autocratic leadership. Paraduta: Journal of Economics and Social Sciences, 3(1), 29–34.
Palupi, A., Wolor, C. W., & Wolf, E. D. (2025). Analysis of the effectiveness of social media in increasing brand awareness in DBD Powder. Scientific Journal of Economics and Management, 3(5), 308–318. https://doi.org/10.61722/jiem.v3i5.4643
Prastiwi, N. L. P. E. Y., & Suryawan, I. K. W. (2025). The influence of autocratic leadership style, workload, and work stress on employee performance. Journal of Economics, Accounting and Nusantara Management, 4(1), 53–61.
Priambudi, A. (2025). The influence of authoritarian leadership and market culture on job hopping decisions of Generation Z employees with career adaptability as a mediating variable in the hospitality industry in D.I. Yogyakarta [Undergraduate thesis, YKPN Yogyakarta College of Economics].
Pugu, M. R., Riyanto, S., & Haryadi, R. N. (2024). Research methodology: Concepts, strategies, and applications. PT Sonpedia Publishing Indonesia.
Purnomo, K. S. H., & Saputra, A. W. (2022). Leadership implementation analysis as brand image in military organizations: Evidence from Indonesia. Al-Qardh, 7(2), 124–134. https://doi.org/10.23971/jaq.v7i2.5854
Sharabati, A.-A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The impact of digital marketing on the performance of SMEs: An analytical study in light of modern digital transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667
Sitasari, N. W. (2022). Get to know content analysis and thematic analysis in qualitative research. Scientific Forum, 19(1), 77–84.
Soto Betancourt, D., & von Oehsen, T. (2021). The effectiveness of TikTok in building small businesses: A quantitative study of a media sharing network based on the task-technology fit model.
Wang, C., Chen, X., Yu, T., Liu, Y., & Jing, Y. (2024). Education reform and change driven by digital technology: A bibliometric study from a global perspective. Humanities and Social Sciences Communications, 11(1), 256. https://doi.org/10.1057/s41599-024-02717-y
Widiastuti, S., & Kusumaningrum, J. (2022). Corporate identity design to improve the company’s brand image. Management, 2(2), 150–159.
Xiao, Y., He, W., Zhu, Y., & Zhu, J. (2022). A click-through rate model of e-commerce based on user interest and temporal behavior. Expert Systems with Applications, 207, 117896. https://doi.org/10.1016/j.eswa.2022.117896
Zainuddin, M., & Nasikhah, A. (2020). The role of organizational culture in improving employee performance (case study at LAZNAS Nurul Hayat Kediri) [Peran budaya organisasi dalam meningkatkan kinerja karyawan]. Istithmar, 4(2). https://doi.org/10.30762/istithmar.v4i2.8