Strategi Komunikasi Pemasaran Akun @PIKARU.ID Melalui Tiktok Di Masa Pandemi

Simanungkalit, Christna Utari (2023) Strategi Komunikasi Pemasaran Akun @PIKARU.ID Melalui Tiktok Di Masa Pandemi. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penggunaan Tiktok telah menjadi media untuk melakukan komunikasi pemasaran disamping sebagai hiburan. Salah satu pelaku bisnis yang menggunakan Tiktok adalah Pikaru. Pikaru melakukan komunikasi pemasaran melalui Tiktok untuk membangun kedekatan dan menjual produknya kepada konsumen. Tujuan penelitian ini adalah menganalisis strategi komunikasi pemasaran akun @Pikaru melalui Tiktok selama pandemi. Konsep penelitian ini menggunakan teori AIDDA dan teori penelitiannya adalah pembauran pemasaran. Metode penelitian bersifat kualitatif deskriptif dengan wawancara, studi pustaka, dan observasi menjadi teknik pengumpulan data.Hasil penelitiannya bahwa produk yang dijual disebut keratin pikaru dengan berbagai varian dan ukuran. Harga produk bersifat beragam sesuai dengan ukuran botol. Tempat menjual produk menggunakan Tiktok secara online meskipun produk dapat ditemui di marketplace, distributor, dan reseller. Promosi untuk keratin pikaru menggunakan fitur Tiktok live dan Tiktok advertisment. Keduanya dipadukan sehingga mampu menarik minat konsumen untuk membeli produk keratin. Kesimpulannya bahwa pikaru telah memanfaatkan fitur Tiktok dengan maksimal dalam strategi komunikasi pemasaran. Saran untuk penelitian berikutnya adalah menggunakan media lain, seperti Instagram atau Facebook./The Pikaru account is a business person engaged in hair beauty. One of its flagship products is pikaru keratin with natural ingredients and has many benefits. Pikaru conducts marketing communications via Tiktok to build closeness and sell its products to consumers. The purpose of this research is to analyze the marketing communication strategy for the @Pikaru account via Tiktok during a pandemic. The concept of this research uses AIDDA theory and the research theory is marketing mix. The research method is descriptive qualitative with interviews, literature study, and observation as data collection techniques.The result of his research is that the product being sold is called pikaru keratin with various variants and sizes. Product prices vary according to the size of the bottle. The place of sale uses Tiktok online even though products can be found on the marketplace, distributors and resellers. Promotions for pikaru keratin use the Tiktok live and Tiktok avertisment features. The two are combined so as to attract consumers to buy keratin products. The conclusion is that pikaru has made the most of the Tiktok feature in its marketing communication strategy. Suggestions for further research are to use other media, such as Instagram or Facebook. Then research theory can also be developed for example persuasive communication.

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