STRATEGI KOMUNIKASI PEMASARAN MODEL AISAS PADA AKUN TIKTOK @JUWARA_SATOE DALAM MEMPROMOSIKAN PRODUK

Arya Wisnu Wardana, NIM.: 20107030125 (2024) STRATEGI KOMUNIKASI PEMASARAN MODEL AISAS PADA AKUN TIKTOK @JUWARA_SATOE DALAM MEMPROMOSIKAN PRODUK. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The development of the internet and the emergence of new technologies have influenced human lifestyles to become more digital, including the application of marketing communication. This situation necessitates the right of marketing communication strategy to survive in an era of many competitors. Bakpia Juwara Satoe implements a marketing communication strategy by using TikTok. This study aims to understand the marketing communication strategy of the TikTok account @juwara_satoe in promoting products. This type of the study is descriptive with the data collection techniques used are observation, in-depth interviews and documentation. The subjects in this study are the marketing staff and social media content creators at Bakpia Juwara Satoe. The object of this research is all digital marketing communication activities on the @juwara_satoe account. This type of research is descriptive with a qualitative approach, and the study found that the marketing communication strategy of the TikTok account @juwara_satoe in promoting products involves collaborating with Heptaco Digital Media to promote their products through Communication Strategy and the AISAS Communication Model.

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