Wijaya, Cecilia Valencia Virginia (2025) Digital Pr Dalam Proses Rebranding Salsa Cosmetic Melalui Media Sosial Tiktok @salsacosmetic. (Digital PR in the Rebranding Process of Salsa Cosmetic through the Social Media Platform TikTok @salsacosmetic). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to analyze the Digital Public Relations (Digital PR) strategy implemented by Salsa Cosmetic in the rebranding process through the social media platform TikTok. The rebranding was conducted to reshape the brand image and expand the market from millennials to Generation Z. TikTok was chosen due to its popularity among young users and its features that support fast and personal interaction. This research uses a descriptive qualitative approach, with data collected through in-depth interviews with four internal company informants and observations of content from the TikTok account @salsacosmetic. The researcher applies the Media Richness Theory as an analytical framework to evaluate how effectively TikTok supports brand communication during the rebranding process. The results show that Salsa Cosmetic makes optimal use of TikTok by leveraging storytelling content, live sessions, comments, captions, and hashtags to create communication that is interactive, fast, and relevant. This strategy has proven effective in increasing brand awareness and strengthening the brand image among younger audiences.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Digital Public Relations, TikTok, Rebranding, Digital Communication, Media Richness Theory |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152100187 Cecilia Valencia Virginia Wijaya |
| Date Deposited: | 29 May 2002 18:58 |
| Last Modified: | 29 May 2002 18:58 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/39000 |
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