Strategi komunikasi pemasaran tokopedia dalam meningkatkan minat konsumen untuk berbelanja melalui media sosial tiktok = Tokopedia marketing communication strategy in increasing consumer interest to shopping through social media tiktok

Tri Handayani, Laras (2021) Strategi komunikasi pemasaran tokopedia dalam meningkatkan minat konsumen untuk berbelanja melalui media sosial tiktok = Tokopedia marketing communication strategy in increasing consumer interest to shopping through social media tiktok. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada kuartil ketiga tahun 2018, peta e-commerce Indonesia menunjukkan bahwa Tokopedia mampu menarik 153.639.700 pengunjung perbulan, yang memungkinkan Tokopedia berada diposisi teratas dibandingkan para pesaingnya. Pada penelitian ini, bertujuan untuk mengetahui strategi komunikasi pemasaran Tokopedia dalam meningkatkan minat konsumen melalui media sosial TikTok dan mengetahui perbedaan strategi di tiktok dibanding dengan media sosial yang lain. Pendekatan yang digunakan dalam penelitian ini adalah penelitian kualitatif. Untuk pengumpulan data peneliti menggunakan dua jenis sumber data yaitu data primer dan data sekunder. Teknik pengumpulan data pada penelitian ini adalah teknik wawancara, dokumentasi dan literatur. Dalam menganalisis data ini, penulis menggunakan teknik analisis deskriptif kualitatif. Hasil dari penelitian ini menunjukkan bahwa Tokopedia berusaha menciptakan product awareness bagi para followers melalui konten video yang sangat menarik serta menjadi melakukan penawaran khusus berupa hashtag bebasongkir, tokopediawib dan hashtag lainnya. Selain itu, Tokopedia menggunakan tipe pulling-strategy melalui konten video pada aplikasi Tiktok yang memicu Word-of-Mouth. TikTok dipilih sebagai media promosi karena memiliki kelebihan dibandingkan dengan media sosial Instagram seperti: Setiap konten video tiktok adalah video berdurasi 3 hingga 60 detik yang berulang saat selesai. / In the third quarter of 2018, Indonesia's e-commerce map shows that Tokopedia is able to attract 153,639,700 visitors per month, which allows Tokopedia to be in the top position compared to its competitors. This study aims to determine Tokopedia's marketing communication strategy in increasing consumer interest through Tiktok social media and to find out the differences in strategy on TikTok compared to other social media. The approach used in this research is qualitative research. For data collection, researchers used two types of data sources, namely primary data and secondary data. Data collection techniques in this study are interview techniques, documentation and literature. In analyzing this data, the author uses qualitative descriptive analysis techniques. Based on the results of the study, it shows that Tokopedia is trying to create product awareness for its followers through very interesting video content as well as making special offers in the form of free shipping or promotional discount products sold. In addition, Tokopedia uses a pulling-strategy type through video content on the Tiktok application that triggers Word-of-Mouth. TikTok was chosen as a promotional medium because it has advantages compared to other social media such as twitter and Instagram such as: Each tiktok video content is a video with a duration of 3 to 60 seconds that repeats when finished.

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