AULIA, SALSABILA LULU (2024) STRATEGI KOMUNIKASI PEMASARAN DIGITAL @CEMILANGENDUT DI MEDIA SOSIAL TIKTOK SEBAGAI MEDIA PROMOSI PRODUK UMKM CEMILAN GENDUT. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research is motivated by the existence of MSME actors who have not been on target in carrying out digital marketing communication strategies. Therefore, the researcher is interested in researching how digital marketing communication strategies @cemilangendut through TikTok social media as a medium for promoting Cemilan Gendut MSME products. The purpose of this study is to find out the social media marketing strategy and the benefits of social media marketing for Cemilan Gendut MSMEs through TikTok social media as a product promotion medium. The method of this research is qualitative descriptive. The data collection techniques of this research are observation, interviews, documentation, and literature studies. The research informants totaled 5 people, consisting of 4 key informants and 1 supporting informant. The research data analysis technique uses data reduction, data presentation, and conclusion drawn. The validity of the research data was tested using triangulation of data sources. The results of the study show that Cemilan Gendut MSMEs carry out 10 steps of social media marketing strategies for product promotion on TikTok social media, which consist of: Identifying Audiences, Building Credibility, Creating Valuable Content, Clear Goals, Clear Metrics, Competitor Research, Relevant and Interesting Content, Right Post Timing, Utilizing Ads, and Performance Evaluation. In addition, the benefits of social media marketing obtained by Fat Snack MSMEs consist of: Know Consumers, Find Target Consumers, Find New Consumers, Provide Direct Feedback, Expand Target Market, Search Engine Rankings, Share Information, Reach Out to Business, and Increase Brand Awareness.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini dilatarbelakangi oleh adanya pelaku UMKM yang belum tepat sasaran dalam melakukan strategi komunikasi pemasaran digital. Oleh karenanya, peneliti tertarik meneliti bagaimana strategi komunikasi pemasaran digital @cemilangendut melalui media sosial TikTok sebagai media promosi produk UMKM Cemilan Gendut. Tujuan penelitian ini untuk mengetahui strategi sosial media marketing dan manfaat sosial media marketing UMKM Cemilan Gendut melalui media sosial TikTok sebagai media promosi produk. Metode penelitian ini yaitu kualitatif deskriptif. Teknik pengumpulan data penelitian ini yaitu observasi, wawancara, dokumentasi, dan studi pustaka. Informan penelitian berjumlah 5 orang, terdiri dari 4 nforman kunci dan 1 informan pendukung. Teknik analisis data penelitian menggunakan reduksi data, penyajian data, dan penarikan kesimpulan. Uji keabsahan data penelitian menggunakan triangulasi sumber data. Hasil penelitian menunjukan bahwa UMKM Cemilan Gendut melakukan 10 langkah strategi sosial media marketing untuk promosi produk di media sosial TikTok, yang terdiri dari: Mengidentifikasi Audiens, Membangun Kredibilitas, Membuat Konten Valuable, Tujuan Yang Jelas, Metrik Yang Jelas, Riset Kompetitor, Konten Yang Relevan dan Menarik, Waktu Posting Yang Tepat, Memanfaatkan Ads, dan Evaluasi Performa. Selain itu manfaat sosial media marketing yang didapatkan UMKM Cemilan Gendut terdiri dari: Kenali Konsumen, Pencarian Target Konsumen, Menemukan Konsumen Baru, Memberikan Feedback Secara Langsung, Memperluas Target Pasar, Peringkat Search Engine, Bagikan Informasi, Menjangkau Bisnis, dan Meningkatkan Brand Awareness. | ||||||
| Uncontrolled Keywords: | Communication Strategy, Digital Marketing, MSMEs Strategi Komunikasi, Pemasaran Digital, UMKM | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Salsabila Lulu Aulia | ||||||
| Date Deposited: | 19 Nov 2025 09:05 | ||||||
| Last Modified: | 19 Nov 2025 09:05 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56119 |
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