ANALISIS KEGIATAN PROMOSI GOODSBAG MELALUI PEMANFAATAN MEDIA SOSIAL TIKTOK

CHAIRIANA, NAILA (2023) ANALISIS KEGIATAN PROMOSI GOODSBAG MELALUI PEMANFAATAN MEDIA SOSIAL TIKTOK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In today's digital era, digital marketing has become a new method that plays a very important role in marketing a business, especially businesses such as online buying and selling (online shop). The first difference lies in the process of forming, packaging and presenting messages, where digital communication has advantages in terms of speed and convenience. Goodsbag, one of the companies operating in the fashion sector, has been producing bags specifically for women since 2017. As time goes by and business competition is quite busy, Goodsbag has begun to enter several social media platforms, including Tiktok. In this research the author used the Case Study research method. The sources in this research are the owner and followers of Goodsbag. The author also made observations via Goodsbag's Tiktok social media to support the writing of this thesis. The theories used by the author in this research are Digital Communication, Characteristics of Social Media, and Use of Social Media. The results of this research are that Goodsbag uses two strategies that they apply to Tiktok to get clear results and get more results from using other social media. Keywords: Use of Tiktok, Digital Communication, Social Media Di era yang serba digital sekarang ini, pemasaran digital (digital marketing) menjadi metode baru yang sangat berperan penting dalam memasarkan suatu bisnis, terutama bisnis seperti jual beli online (online shop). Perbedaan pertama terletak pada proses dalam membentuk, mengemas, dan menyajikan pesan, dimana komunikasi digital memiliki keunggulan dalam hal kecepatan dan kemudahan. Goodsbag salah satu perusahaan yang bergerak di bidang fashion memproduksi tas khusus wanita sejak tahun 2017, seiring berjalanya waktu dan persaingan bisnis yang cukup ramai, Goodsbag mulai terjun ke beberapa platformmedia sosial diantaranya ialah Tiktok. Dalam penelitian ini penulis menggunakan metode penelitian Studi Kasus. Narasumber dalam penelitian ini yaitu owner dan followers dari Goodsbag. Penulis juga melalukan observasi melalui media sosial Tiktok milik Goodsbag untuk mendukung penulisan skripsi ini. Teoriyang digunakan penulis pada penelitian ini adalah Digital Coomunication, Karakteristik Media Sosial, serta Penggunaan Media Sosial. Hasil dari penelitian ini Goodsbag menggunakan dua strategi yang mereka terapkan pada Tiktok untuk mendapatkan hasil yang jelas dan mendapatkan hasil yang lebih banyak dari penggunaan Media Sosial Lainnya. Kata kunci : Penggunaan Tiktok, Digital Communication, Media Sosial

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