Strategi Komunikasi Pemasaran Melalui Media Sosial Tiktok @Katsuexpress.id Dalam Membangun Brand Image. (Marketing Communication Strategy Through Tiktok Social Media @Katsuexpress.id in Building Brand Image).

Kusharyanti, Firda Dwi (2024) Strategi Komunikasi Pemasaran Melalui Media Sosial Tiktok @Katsuexpress.id Dalam Membangun Brand Image. (Marketing Communication Strategy Through Tiktok Social Media @Katsuexpress.id in Building Brand Image). Undergraduate thesis, Universitas 17 Agustus 1945.

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Official URL: https://repository.untag-sby.ac.id

Abstract

The development of social media in Indonesia today affects various fields, including the culinary business. The presence of TikTok as one of the most popular social media platforms can be utilized by Micro Small and Medium Enterprises (MSMEs) to introduce and strengthen their brand image. This is indicated by the increasing use of TikTok by various MSMEs, such as the @katsuexpress.id account, a culinary business in Surabaya that uses TikTok to build their brand image. This research uses a descriptive qualitative approach with AIDA (Attention, Interest, Desire, Action) theory as the main theoretical framework, as well as Integrated Marketing Communication (IMC) to analyze the marketing communication strategies carried out. Data was collected through direct observation and content analysis of the TikTok @katsuexpress.id account, as well as in-depth interviews with business owners and several consumers. The results showed that TikTok is effective in building brand image through creative and interesting content. Based on the AIDA theory, @katsuexpress.id succeeds in attracting consumer attention (Attention) through interactive content, increasing interest (Interest) by presenting interesting challenges and collaborations, creating desire (Desire) by displaying positive reviews and customer testimonials, and encouraging action (Action) with promotional offers and clear call-to-action. The marketing communication strategies used include online advertising, sales promotion, public relations, direct marketing, and interactive marketing. However, there are challenges including control over published content and limited video duration that can affect the delivery of complex messages. This research contributes to understanding how TikTok can be effectively used by MSMEs to build brand image, and fills a gap in the literature regarding the use of TikTok as an effective marketing communication tool.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: TikTok, Marketing Communication Strategy, AIDA, Brand Image
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi
Depositing User: 1152000421 Firda Dwi Kusharyanti
Date Deposited: 07 Feb 2001 20:08
Last Modified: 07 Feb 2001 20:08
URI: http://repository.untag-sby.ac.id/id/eprint/35233

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