Strategi Komunikasi Pemasaran D Savior dalam Mengembangkan Viral Marketing di Media Sosial. (D Savior's Marketing Communication Strategy in Developing Viral Marketing on Social Media).

Trifiyanti, Larasati Rahma (2024) Strategi Komunikasi Pemasaran D Savior dalam Mengembangkan Viral Marketing di Media Sosial. (D Savior's Marketing Communication Strategy in Developing Viral Marketing on Social Media). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Thisresearch focuses on the viral marketing communication strategies employed by D Savior on social media, particularly Instagram and TikTok. The study employs a qualitative case study methodology and adopts the SOSTAC marketing communication model, which comprises six phases: Situation, Objectives, Strategy, Tactics, Action, and Control. The findings demonstrate the effectiveness of D Savior's strategies in enhancing brand awareness, strengthening branding, and boosting product sales. This success is attributed to several key factors, including selecting content ideas relevant to the target audience, creating engaging and creative content, collaborating with communities to expand reach, continuously monitoring content performance to measure effectiveness, and actively responding to user comments and interactions to strengthen audience relationships. Additionally, selecting ideas aligned with brand identity, optimizing resource allocation, routinely evaluating content, and measuring strategy success also played a crucial role in D Savior's achievements. This research aims to provide valuable insightsinto the field of marketing communication, particularly in relation to viral marketing on social media. It is also hoped that the findings will serve as a significant reference for future research on similar topics, thereby enriching the literature and practices of viral marketing communication in the digital age.

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