Strategi Komunikasi Pemasaran Digital Dalam Meningkatkan Brand Awareness Melalui Tiktok Dan Youtube Pada Peternakan Graha Inovasi Farm Di Magelang. (Digital Marketing Communication Strategy in Increasing Brand Awareness Through TikTok and YouTube at Graha Inovasi Farm in Magelang).

Shafira, Hannah Fitri Noor (2025) Strategi Komunikasi Pemasaran Digital Dalam Meningkatkan Brand Awareness Melalui Tiktok Dan Youtube Pada Peternakan Graha Inovasi Farm Di Magelang. (Digital Marketing Communication Strategy in Increasing Brand Awareness Through TikTok and YouTube at Graha Inovasi Farm in Magelang). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The development of technology and communication is currently growing rapidly. Social media platforms are the result of developments in technology and communication that use internet networks. Social media has become one of the most effective marketing tools or media to reach a wider audience. Through social media that is easily accessible to everyone, this creates an opportunity to introduce their image (brand awareness) with the aim of increasing sales of products or services, one of which is in the livestock sector. One way to form or increase brand awareness is by doing digital marketing. In the world of marketing, marketing communication strategies are an essential foundation for achieving success in selling products or services. TikTok has potential as a medium for digital marketing, which lies in its superiority in reaching a wider audience in a short period of time through viral content. This makes TikTok an effective platform for increasing brand awareness. Graha Innovation Farm is one of the cattle farms in Magelang that uses TikTok social media to increase wider brand awareness with the aim of increasing sales of its cattle. This research uses qualitative methods with a virtual ethnographic approach. Data collection techniques use interview, documentation & observation techniques. Techniques for processing data using data reduction, presenting data & drawing conclusions. The research results show that Graha Innovation Farm is implementing a digital marketing communication strategy via TikTok. The strategy implemented includes creating content in the form of photos and videos produced by the farm owner himself, to reach a wider audience, as well as effectiveness in disseminating the content that has been created, the farm owner optimizes the use of TikTok.

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