Firmansyah, Ananda Rizqi (2025) ANALISIS STRATEGI SOCIAL MEDIA MARKETING “POTOKITA SELF STUDIO” PADA AKUN TIKTOK DALAM UPAYA MEMBANGUN BRAND ENGAGEMENT. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
In today’s digital era, social media has become a crucial element in marketing communication strategies, especially for brands targeting younger audiences. TikTok, as a short-video platform, is considered effective for building interactive and emotional relationships with audiences. This study aims to analyze the social media marketing strategy of Potokita Self Studio through its TikTok account in an effort to build brand engagement. This research uses a qualitative descriptive approach with the Circular Model of SOME (Share, Optimize, Manage, Engage) as the analytical framework. Data were collected through in-depth interviews with internal informants (owner, content creator, content planner, social media admin) and external informants (Potokita TikTok followers), along with direct observation of the @potokitaselfstudio TikTok account. The results show that the Share strategy involves storytelling content, educational posts, and viral trends aligned with Gen Z’s communication style. The Optimize strategy is applied by analyzing audience insights and scheduling uploads based on peak user activity times. In the Manage aspect, Potokita demonstrates effective team coordination and the use of digital tools to manage interactions. Meanwhile, in the Engage aspect, Potokita actively fosters two-way communication through comments, challenges, and giveaways. Overall, the strategies implemented successfully build engagement that goes beyond promotion, fostering emotional closeness between the brand and its audience. This study is expected to serve as a reference for business practitioners in developing relevant and engaging digital marketing strategies. Keywords: Social Media Marketing, TikTok, Brand Engagement, Potokita, Circular Model of SoMe
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HX Socialism. Communism. Anarchism |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Ananda Rizqi Firmansyah | ||||||||
| Date Deposited: | 22 Jul 2025 02:12 | ||||||||
| Last Modified: | 22 Jul 2025 02:12 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40404 |
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