Strategi komunikasi pemasarann brand Somethinc dalam meningkatkan brand engagement di platform Tiktok = Marketing communication strategies of brand Somethinc in enhancing brand engagement on the Tiktok platform

Andrew, Andrew (2024) Strategi komunikasi pemasarann brand Somethinc dalam meningkatkan brand engagement di platform Tiktok = Marketing communication strategies of brand Somethinc in enhancing brand engagement on the Tiktok platform. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam era digital yang terus berkembang, media social merupakan salah satu platform yang sangat berpengaruh di dalam dunia pemasaran. Salah satu platform media social yang terkenal adalah TikTok. media digital yang menumbuhkan banyaknya peluang baru bagi masyarakat untuk mengembangkan bisnis mereka salah satunya adalah brand Somethinc. Dalam pengaplikasikan strategi pemasaran di brand Somethinc, Key Opinion Leader (KOL) memainkan peran yang penting dalam menjalankan strateginya. merujuk pada individu yang dianggap sebagai suatu hal yang penting dalam mengarahkan opini masyarakat yang mengikuti akun media social. Penelitian ini akan menggunakan metode pendekatan kualitatif, dengan menggunakan pendekatan kualitatif interpretivisme penulis akan menfaksirkan bagaimana cara komunikasi pemasaran brand Somethinc dalam menaikan brand engagement nya di platform TikTok. Brand Somethinc menggunakan berbagai strategi komunikasi pemasaran di platform TikTok, termasuk kerja sama dengan key opinion leader, konten edukasi, dan promosi melalui livestreaming. Mereka juga focus pada pembuatan konten berkualitas, penggunaan iklan, mengikuti trend, diversifikasi konten, dan juga konten edukatif. Brand Somethinc juga memprioritaskan brand engagement sebagai Langkah awal penting dalam membangun kepercayaan konsumen. Strategi komunikasi pemasaran mereka juga mencakup pemehaman produk, mengikuti trend, support dari livestreaming, dan menciptakan ciri khas dalam konten. semua strategi ini bekerja sama untuk membangun brand awareness, meningkatkan brand engagement, dan menciptakan hubungan kuat dengan audiens khususnya di platform TikTok./In the continuously evolving digital era, social media has become a highly influential platform in the field of marketing. One well-known social media platform is TikTok, which has created numerous new opportunities for individuals to grow their businesses. One such business leveraging these opportunities is the brand Somethinc. In implementing marketing strategies on TikTok, Key Opinion Leaders (KOLs) play a crucial role in executing these strategies, referring to individuals considered significant in influencing the opinions of the audience following them on social media. This research employs a qualitative approach, specifically interpretivism, to interpret how Somethinc's marketing communication raises its brand engagement on the TikTok platform. Somethinc utilizes various marketing communication strategies on TikTok, including collaborations with Key Opinion Leaders, educational content, and promotional activities through livestreaming. The brand focuses on creating high- quality content, utilizing advertisements, following trends, diversifying content, and incorporating educational materials. Somethinc prioritizes brand engagement as an essential initial step in building consumer trust. Their marketing communication strategy also encompasses product understanding, trend following, livestreaming support, and creating a distinctive identity in content. All these strategies synergize to build brand awareness, enhance brand engagement, and establish strong relationships with the audience, particularly on the TikTok platform.

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