Penggunaan TikTok Sebagai Media Promosi Untuk Meningkatkan "Brand Awareness" di Yayasan Indonesia Patisserie School

Wijaya, Clarissa (2022) Penggunaan TikTok Sebagai Media Promosi Untuk Meningkatkan "Brand Awareness" di Yayasan Indonesia Patisserie School. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Clarissa Alda Wijaya (01041180123) PENGGUNAAN TIKTOK SEBAGAI MEDIA PROMOSI UNTUK MENINGKATKAN BRAND AWARENESS DI YAYASAN INDONESIA PATISSERIE SCHOOL (xiii + 74 halaman: 12 gambar; 2 tabel; 11 lampiran) Kata kunci: strategi komunikasi, media sosial, TikTok, Brand Awareness TikTok merupakan platform media sosial untuk berbagi konten berupa video yang berdurasi pendek. Dengan tingginya pengguna media sosial TikTok, tentu saja menyebabkan media sosial ini menjadi salah satu saluran pemasaran yang dipilih oleh Yayasan Indonesia Patisserie School. Yayasan Indonesia Patisserie School merupakan yayasan yang menyediakan layanan kursus membuat kue dan memasak. Ada beberapa pilihan paket kelas yang disediakan untuk diikuti selama beberapa bulan, seperti kelas membuat kue dan juga kelas memasak. Berdasarkan hasil analisis menujukkan bahwa komunikasi pemasaran di yayasan Indonesia Patisserie School yaitu dengan menggunakan media sosial. Strategi komunikasi pemasaran melalui media sosial management yang dilakukan oleh pelaku usaha Indonesia Patisserie School yaitu penyampaian positioning statement di setiap postingan TikTok serta menjalin hubungan dengan pelanggan secara fast respond (cepat tanggap) di media sosial. Peranan media sosial TikTok dalam meningkatkan brand awareness yayasan Indonesia Patisserie School adalah semakin dikenalnya produk Indonesia Patisserie School yang membuat profit meningkat. Pengelolaan TikTok oleh tim manajemen pemasaran di yayasan Indonesia Patisserie School dengan konsisten dalam memasarkan produk melalui media sosial TikTok memerlukan proses perencanaan dan eksekusi yang panjang. Referensi: 40 (1990-2022) / Clarissa Alda Wijaya (01041180123) TIKTOK AS A PROMOTION CHANNEL TO INCREASE BRAND AWARENESS IN INDONESIA PATISSERIE SCHOOL FOUNDATION (xiii + 74 pages: 12 pictures; 2 tables; 11 attachments) Keywords: communication strategy, social media, TikTok, Brand Awareness TikTok is a social media platform for sharing content in the form of short videos. With the high number of social media users, of course, this causes social media to become one of the most effective and efficient marketing channels for every company. Yayasan Indonesia Patisserie School is a foundation that provides courses in baking and cooking. There are several choices of class packages provided to be followed for several months, such as baking classes and cooking classes. Based on the results of the analysis, it shows that marketing communication at the Indonesia Patisserie School foundation uses social media as a promotion channel. The marketing communication strategy through social media management carried out by Indonesian Patisserie School business actors is the submission of positioning statements in every TikTok post and establishing relationships with customers in a fast response (quick response) on social media. The role of TikTok social media in increasing brand awareness of the Indonesia Patisserie School foundation is the increasing recognition of Indonesia Patisserie School products which increase productivity. The management of TikTok by the marketing management team at the Indonesia Patisserie School foundation in marketing products through social media requires a long planning and execution. Reference: 40 (1990-2022)

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