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.
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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.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | 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. | |||||||||
| Uncontrolled Keywords: | Marketing Strategy, TikTok, Promotional Effectiveness Strategi Pemasaran, TikTok, Efektivitas Promosi | |||||||||
| Subjects: | Communication > Public Relations Science | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing |
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| Depositing User: | Mr Mohamad Ghiffari Aditya Wibawa | |||||||||
| Date Deposited: | 06 May 2025 07:51 | |||||||||
| Last Modified: | 06 May 2025 07:51 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/48471 |
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