SETIAWAN, SHAFI TIFANY (2024) DIGITAL MARKETING CRETIVOX DALAM MEMPERTAHANKAN EKSISTENSI MELALUI KONTEN KREATIF PADA MEDIA SOSIAL TIKTOK @CRETIVOX. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Digital marketing through content is marketing using digital technology. The role of digital marketing has become important according to developments in digital technology and developing plans to attract customers and direct them to a combination of electronic and conventional communications. Cretivox carries out digital marketing with social media marketing as a channel and chose TikTok social media as a platform. The aim of this research is to find out and analyze the digital marketing carried out by Cretivox in maintaining its existence through creative content on social media TikTok @cretivox. This research uses the RACE model by Dave Chaffey, then uses the Constructivism Paradigm with a qualitative approach and the method used is Descriptive Analysis. The research subjects were 1 (one) key informant in the position of Social Media Officer TikTok @cretivox and 2 (two) informants who were active followers of TikTok @cretivox. The results of research from Cretivox's digital marketing are that Cretivox uses creative content on TikTok social media as a way to raise awareness in maintaining the existence that Cretivox has previously built on Instagram and YouTube social media. Based on the results of non-participant observations using the RACE model and the results of interviews conducted by researchers, it shows that Cretivox has succeeded in increasing audience awareness (Reach), increasing audience interaction (Act) and maintaining loyalty (Engage), but Cretivox has still not succeeded in increasing audience conversions to content. Which they uploaded (Convert). The conclusion from this research is that the digital marketing carried out by Cretivox is quite effective because there are 3 (three) stages of the RACE model that Cretivox has successfully achieved, however Cretivox still needs to redevelop ways to increase conversion of uploaded content.. Keywords: Digital Marketing, Content, Cretivox, TikTok, Social Media Digital marketing melalui konten merupakan pemasaran dengan pemanfaatan teknologi digital. Peran digital marketing menjadi hal penting sesuai perkembangan teknologi digital dan mengembangkan rencana untuk menarik pelanggan serta mengarahkannnya pada perpaduan antara komunikasi elektronik maupun konvensional. Cretivox melakukan digital marketing dengan social media marketing sebagai channel dan memilih media sosial TikTok sebagai wadah. Tujuan dari penelitian ini adalah untuk mengetahui serta menganalisis digital marketing yang dilakukan oleh Cretivox dalam mempertahankan eksistensi melalui konten kreatif pada media sosial TikTok @cretivox. Penelitian ini menggunakan landasan model RACE oleh Dave Chaffey, lalu menggunakan Paradigma Konstruktivisme dengan pendekatan kualitatif dan metode yang digunakan ialah Analisis Deskriptif. Subjek penelitian berjumlah 1 (satu) key informan posisi Social Media Officer TikTok @cretivox dan 2 (dua) informan yang merupakan pengikut aktif TikTok @cretivox. Hasil penelitian dari digital marketing Cretivox ialah Cretivox menggunakan konten kreatif pada media sosial TikTok sebagai cara untuk raise awareness dalam mempertahankan eksistensi yang telah Cretivox bangun sebelumnya di media sosial Instagram dan YouTube. Berdasarkan hasil observasi non partisipan dengan menggunakan model RACE serta hasil wawancara yang dilakukan oleh peneliti menunjukkan bahwa Cretivox berhasil meningkatkan kesadaran audiens (Reach), meningkatkan interaksi audiens (Act) dan menjaga loyalitas (Engage), namun Cretivox masih belum berhasil meningkatkan konversi audiens terhadap konten yang mereka unggah (Convert). Kesimpulan dari penelitian ini digital marketing yang dilakukan oleh Cretivox cukup efektif karena terdapat 3 (tiga) tahap dari model RACE yang berhasil Cretivox capai, namun cretivox masih perlu mengembangkan kembali cara untuk meningkatkan konversi konten yang diunggah. Kata Kunci: Digital Marketing, Konten, Cretivox, TikTok, Media Sosial
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