eprintid: 48471
rev_number: 20
eprint_status: archive
userid: 21491
dir: disk0/00/04/84/71
datestamp: 2025-05-06 07:51:00
lastmod: 2025-05-06 07:51:00
status_changed: 2025-05-06 07:51:00
type: thesis
metadata_visibility: show
creators_name: WIBAWA, MOHAMAD GHIFFARI ADITYA
creators_id: 5502210010
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Solehatin, Ika Putri
contributors_name: Farah, Putri Wenang
contributors_id: 199107122023212356
contributors_id: 199201282019032016
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS EKONOMI DAN BISNIS
corp_creators: MANAJEMEN PEMASARAN
title: PENERAPAN DIGITAL MARKETING MELALUI MEDIA SOSIAL
TIKTOK SEBAGAI SARANA PROMOSI PADA PT. SELARAS
BAKERY KIOS SPAZE
ispublished: pub
subjects: Communication
divisions: FEB
divisions: D3Marketing
full_text_status: restricted
keywords: Marketing Strategy, TikTok, Promotional Effectiveness
Strategi Pemasaran, TikTok, Efektivitas Promosi
note: Kemajuan teknologi dan media sosial telah membawa perubahan signifikan dalam strategi pemasaran, termasuk di PT Selaras Bakery Kios Spaze yang memanfaatkan
platform TikTok untuk menjangkau audiens lebih luas. Penelitian ini menggunakan metode deskriptif berdasarkan data yang dikumpulkan selama kegiatan magang
untuk mengevaluasi strategi promosi, mengukur efektivitasnya, dan mengidentifikasi hambatan yang dihadapi perusahaan.
Hasil penelitian menunjukkan bahwa TikTok telah digunakan melalui berbagai fitur seperti hashtag, musik viral, tren populer, dan efek kreatif. Meski demikian, efektivitas strategi ini belum maksimal akibat kurangnya konsistensi dalam mengunggah konten, minimnya elemen interaktif, dan terbatasnya pemahaman mengenai algoritma TikTok. Hambatan lain mencakup keterbatasan sumber daya kreatif, tantangan teknis, manajemen waktu, serta persaingan yang ketat dengan
kompetitor seperti Nancy Coffee. Penelitian ini merekomendasikan langkah-langkah seperti perencanaan strategi yang lebih terstruktur, pelatihan untuk timmedia sosial, dan pemanfaatan tren terkini untuk meningkatkan daya tarik konten. Dengan langkah-langkah ini, TikTok memiliki potensi besar untuk mendukung promosi, meningkatkan keterlibatan
konsumen, dan memperkuat daya saing perusahaan di pasar yang kompetitif.
abstract: Technological advancements and social media have significantly changed marketing strategies, including at PT Selaras Bakery Kios Spaze, which utilizes the TikTok platform to reach a wider audience. Thisstudy employs a descriptive method based on data collected during an internship to evaluate the promotional strategies, measure their effectiveness, and identify challenges faced by the company. The results show that TikTok has been used through various features such as hashtags, viral music, popular trends, and creative effects. However, the effectiveness of this strategy has not been fully optimized due to a lack of consistency in posting content, minimal interactive elements, and limited understanding of TikTok's algorithm. Other challenges include limited creative resources, technical difficulties, time management issues, and intense competitionfrom rivals like Nancy Coffee.
This study recommends actions such as more structured strategy planning, training for the social media team, and utilizing current trends to enhance content appeal.
With these steps, TikTok has great potential to support promotions, boost consumer engagement, and strengthen the company's competitiveness in the market.
date: 2024
date_type: published
pages: 66
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: MANAJEMEN PEMASARAN
thesis_type: diploma
thesis_name: dphil
citation:   WIBAWA, MOHAMAD GHIFFARI ADITYA  (2024) PENERAPAN DIGITAL MARKETING MELALUI MEDIA SOSIAL TIKTOK SEBAGAI SARANA PROMOSI PADA PT. SELARAS BAKERY KIOS SPAZE.  D3 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.   
document_url: https://eprints.untirta.ac.id/48471/1/MOHAMAD%20GHIFFARI%20ADITYA%20WIBAWA_5502210010_Fulltext.pdf
document_url: https://eprints.untirta.ac.id/48471/9/MOHAMAD%20GHIFFARI%20ADITYA%20WIBAWA_5502210010_02.pdf
document_url: https://eprints.untirta.ac.id/48471/4/MOHAMAD%20GHIFFARI%20ADITYA%20WIBAWA_5502210010_03%20%281%29.pdf
document_url: https://eprints.untirta.ac.id/48471/5/MOHAMAD%20GHIFFARI%20ADITYA%20WIBAWA_5502210010_04%20%281%29.pdf
document_url: https://eprints.untirta.ac.id/48471/6/MOHAMAD%20GHIFFARI%20ADITYA%20WIBAWA_5502210010_05%20%281%29.pdf
document_url: https://eprints.untirta.ac.id/48471/7/MOHAMAD%20GHIFFARI%20ADITYA%20WIBAWA_5502210010_Ref%20%282%29.pdf
document_url: https://eprints.untirta.ac.id/48471/8/MOHAMAD%20GHIFFARI%20ADITYA%20WIBAWA_5502210010_Lamp%20%281%29.pdf
document_url: https://eprints.untirta.ac.id/48471/10/MOHAMAD%20GHIFFARI%20ADITYA%20WIBAWA_5502210010_01.pdf