NAYURI, NAYURI (2026) STRATEGI KOMUNIKASI PEMASARAN DIGITAL DALAM MEMBANGUN KESADARAN MEREK MELALUI AKUN TIKTOK @BERDIKARI POULTRY STORE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of digital media has significantly transformed digital marketing communication strategies, including the utilization of TikTok as a platform for building brand awareness. TikTok is no longer used solely as an entertainment platform but has also become an effective communication medium due to its ability to deliver information creatively, interactively, and to a wide audience. PT Berdikari Sarana Jaya utilizes its TikTok account, @Berdikari Poultry Store, as a digital marketing communication medium to introduce its products, provide education on modern poultry farming, and build relationships with consumers amid increasingly competitive competition in the poultry equipment industry. This study aims to describe the digital marketing communication strategy implemented by PT Berdikari Sarana Jaya in building brand awareness through the @Berdikari Poultry Store TikTok account. The study employs the concepts of digital marketing communication strategy and brand awareness as the analytical framework. This research adopts a qualitative approach with a post-positivist paradigm and a case study method. Data were collected through in-depth interviews, observation, and documentation involving four purposively selected informants. The data were analyzed using the Miles and Huberman interactive analysis model, which consists of data reduction, data display, and conclusion drawing, while the validity of the findings was ensured through source triangulation. The findings reveal that PT Berdikari Sarana Jaya's digital marketing communication strategy consists of brainstorming, content pillar development, and media planning as the foundation for creating TikTok content. The published content includes educational content on modern poultry farming, product promotions, project documentation, company activities, and trend-based TikTok content. In addition, the utilization of the live streaming feature has proven to be an effective strategy for establishing two-way communication, increasing consumer trust, expanding product information reach, and improving engagement. These strategies have successfully strengthened the brand awareness of Berdikari Poultry Store, although the company continues to face challenges such as changes in TikTok's algorithm, limited resources for content production, and intense competition in the digital media landscape. Keywords: digital marketing communication strategy, TikTok, brand awareness, social media, Berdikari Poultry Store. Perkembangan media digital telah membawa perubahan yang signifikan dalam strategi komunikasi pemasaran digital, termasuk pemanfaatan platform TikTok sebagai media untuk membangun kesadaran merek (brand awareness). TikTok tidak lagi hanya digunakan sebagai media hiburan, tetapi juga menjadi sarana komunikasi yang efektif karena mampu menyampaikan informasi secara kreatif, interaktif, serta menjangkau audiens yang luas. PT Berdikari Sarana Jaya memanfaatkan akun TikTok @Berdikari Poultry Store sebagai media komunikasi pemasaran untuk memperkenalkan produk, memberikan edukasi mengenai peternakan modern, serta membangun hubungan dengan konsumen di tengah persaingan industri peralatan peternakan yang semakin kompetitif. Penelitian ini bertujuan untuk mendeskripsikan strategi komunikasi pemasaran digital yang diterapkan PT Berdikari Sarana Jaya dalam membangun kesadaran merek melalui akun TikTok @Berdikari Poultry Store. Penelitian ini menggunakan konsep strategi komunikasi pemasaran digital dan brand awareness sebagai landasan analisis. Metode penelitian yang digunakan adalah kualitatif dengan paradigma postpositivisme dan metode studi kasus. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi terhadap empat informan yang dipilih secara purposive, kemudian dianalisis menggunakan model Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan, serta diuji keabsahannya melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran digital PT Berdikari Sarana Jaya dilakukan melalui tahapan brainstorming, penyusunan content pillar, dan media planning sebagai dasar penyusunan konten TikTok. Konten yang dipublikasikan meliputi edukasi peternakan modern, promosi produk, dokumentasi proyek, aktivitas perusahaan, serta konten yang mengikuti tren TikTok. Selain itu, pemanfaatan fitur live streaming menjadi strategi yang efektif dalam membangun komunikasi dua arah, meningkatkan kepercayaan konsumen, memperluas jangkauan informasi produk, serta meningkatkan engagement. Strategi tersebut terbukti mampu memperkuat brand awareness Berdikari Poultry Store, meskipun perusahaan masih menghadapi tantangan berupa perubahan algoritma TikTok, keterbatasan sumber daya dalam produksi konten, dan tingginya persaingan di media digital. Kata kunci: strategi komunikasi pemasaran digital, TikTok, brand awareness, media sosial, Berdikari Poultry Store.
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