Strategi Komunikasi Pemasaran Terpadu Brand Limitless Melalui TikTok Dalam Menarik Minat Pelanggan. (Brand Limitless's Integrated Marketing Communication Strategy Through TikTok in Attracting Customer Interest).

Inarti, Nur Ima Dwita (2024) Strategi Komunikasi Pemasaran Terpadu Brand Limitless Melalui TikTok Dalam Menarik Minat Pelanggan. (Brand Limitless's Integrated Marketing Communication Strategy Through TikTok in Attracting Customer Interest). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to understand the Integrated Marketing Communication (IMC) strategies of Brand Limitless through the TikTok platform in attracting customer interest. Social media, especially TikTok, has become a highly effective tool for business promotion and communication with consumers in today's digital era. This study employs qualitative methods, including observation and content analysis of Brand Limitless's TikTok publications. Data were collected through in-depth interviews, observations, and content analysis to comprehend how these marketing strategies are implemented and their impact on consumer perceptions and interests. The findings reveal that Brand Limitless employs various marketing strategies on TikTok, such as TikTok ads, interactive marketing, sales promotions, and public relations. These strategies effectively enhance Brand awareness, create demand, strengthen the Brand's positive image, influence consumer behavior, and support the achievement of business objectives. Consumers connected with the Brand through TikTok ads are more likely to make purchases, while those who feel valued through interactive marketing are more likely to remain loyal to the Brand. Additionally, consumers impressed by Brand Limitless's promotions on TikTok are more likely to participate in future promotions. The implications of this research are significant for other Brands looking to use TikTok as part of their marketing strategy. It is crucial to understand the demographic profile and interests of the target audience before creating creative, informative, and engaging content. Brand Limitless successfully engages consumers in challenges, quizzes, and giveaways, which strengthen consumer relationships. TikTok has proven to be an effective platform for reaching young consumers, so other Brands should consider using it in their marketing strategies to develop strong consumer relationships and achieve better business outcomes.

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