PENERAPAN MARKETING MIX 9P PADA ACARA SHARING TIME “RECHARGE THE SOUL” BERSAMA USTADZ HANAN ATTAKI DI AKUN TIKTOK @AM.EVENT

Ubaydil Haq, NIM.: 20107030039 (2024) PENERAPAN MARKETING MIX 9P PADA ACARA SHARING TIME “RECHARGE THE SOUL” BERSAMA USTADZ HANAN ATTAKI DI AKUN TIKTOK @AM.EVENT. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The increasing Muslim population and the rapid development of social media have significantly boosted interest in religious activities. This study aims to examine the implementation of the Marketing Mix 9P in the Sharing Time “Recharge the Soul” event with Ustadz Hanan Attaki on the TikTok account @am.event and analyze its impact on audience enthusiasm and engagement.This research employs a qualitative approach, with data collected through participatory observation, indepth interviews with the Ayah Amanah team, and document analysis of the content posted on TikTok @am.event.The results indicate that the Marketing Mix 9P, which includes Product, Price, Place, Promotion, People, Public Relations, Process, Power, and Physical Evidence, plays a significant role in increasing audience interest and enthusiasm for the event. Key contributing factors include Ustadz Hanan Attaki's strong personal branding, high-quality facilities, consistent and engaging content creation, and the strategic use of TikTok features such as algorithms, trends, and audience interaction. In conclusion, the study demonstrates that the implementation of the Marketing Mix 9P and the strategic utilization of digital platforms like TikTok can effectively enhance audience engagement and awareness of religious events, particularly among younger audiences.

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