Analisis Persepsi Mahasiswa Untag Surabaya Terkait Konten Komunikasi Pemasaran Akun Tik-Tok @Kazamahusein. (Analysis of Untag Surabaya Students Perceptions Regarding the Marketing Communication Content of the Tik-Tok Account @Kazamahusein).

Febriansyah, Taufiq Rahman (2025) Analisis Persepsi Mahasiswa Untag Surabaya Terkait Konten Komunikasi Pemasaran Akun Tik-Tok @Kazamahusein. (Analysis of Untag Surabaya Students Perceptions Regarding the Marketing Communication Content of the Tik-Tok Account @Kazamahusein). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The digital era has brought significant changes in marketing communications through social media platforms, one of which is TikTok. This platform has become an innovative marketing tool that offers dynamic, interactive, and easily accessible content. The TikTok account @kazamahusein is a successful example of a marketing strategy that is able to attract the attention of the young segment by highlighting men's fashion trends in a creative and relevant way. This study aims to understand the perceptions of Communication Science students at the University of 17 August 1945 Surabaya towards the marketing communications strategies implemented by the account. Data analysis was carried out using the Miles and Huberman model, which involves data reduction, data presentation, and iterative drawing of conclusions. The validity of the study was guaranteed through triangulation of sources, methods, and theories. The results of the study showed that creative elements in the content, such as aesthetic visuals, storytelling narratives, and the use of popular music, were able to attract the attention of the audience and create emotional connections. Respondents stated that the content was relevant to their needs and effective in increasing brand awareness. However, there was input to simplify some visual elements so as not to confuse the audience. In addition, collaboration with other influencers was also considered to have a positive impact on strengthening the brand image in the eyes of students. This study emphasizes the importance of an integrated and creative approach in marketing communications to create memorable experiences and optimize campaign effectiveness, especially through platforms such as TikTok.

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