APLIKASI TIKTOK SEBAGAI STRATEGI PROMOSI ONLINE CV RUMAH MESIN DALAM PENJUALAN PRODUK (STUDI PADA AKUN @RUMAHMESIN)

Istiqomah Intansari, NIM.: 17107030058 (2024) APLIKASI TIKTOK SEBAGAI STRATEGI PROMOSI ONLINE CV RUMAH MESIN DALAM PENJUALAN PRODUK (STUDI PADA AKUN @RUMAHMESIN). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Promotion via social media is a form of digital marketing. Examples of social media that are often used are Instagram, YouTube, Whatsapp, Facebook, X, and Tik Tok. CV Rumah Mesin is one of the companies currently using TikTok for marketing. This company focuses on the production and distribution of machinery and equipment for plantations, agriculture and fisheries, which includes pre- and post-harvest stages, as well as laboratory and food processing equipment located in Yogyakarta. This research aims to understand and analyze how the TikTok application is used as an online promotional strategy by CV Rumah Mesin to increase sales. This research uses a qualitative method, namely by using descriptive data in the form of words. The data sources in this research were carried out by means of observation, interviews with CV Rumah Machines and consumers, and documentation. The phenomenon in this research was analyzed using a marketing communication mix strategy, namely advertising, personal selling, sales promotion, direct marketing and public relations via the Tik Tok platform. The research results show that the Tik Tok application as an online promotional strategy for CV Rumah Mesin to increase sales was successful and had an impact on increasing product sales at CV Rumah Machines. With the resulting data, namely advertising strategies, personal selling, sales promotions, publicity and direct sales carried out on the Tik Tok platform, they can achieve the targets they want. Advertising is one of the main strategies used by CV Rumah Mesin on their Tik Tok account. Content pillars about products, consistency, posting hours, use of hashtags, captions, and most importantly quality video uploads, meaning informative, educative and persuasive as their targets can be carried out well. Then personal selling was carried out with maximum use of the Whatsapp platform which was the key for them, which is still relevant today. Sales promotion, through promotional strategies on certain days by holding flash sales, price cuts or discounts. Regarding public relations through Tik Tok, CV Rumah Mesin carries out calls to action by directing and establishing relationships with potential consumers. When selling directly via WhatsApp, the key is fast response and good product knowledge.

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