Savitri, Nanda Dhea (2025) Sosial Media Marketing pada Tiktok (Analisis Komunikasi Pemasaran Akun @belajarbarengade terhadap Keterlibatan Audiens dan Konversi Penjualan Produk Digital. Masters thesis, UPN Veteran Jawa Timur.
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Abstract
ABSTRACT This research aims to analyze the marketing communication strategy of the TikTok account @BelajarBarengAde in enhancing audience engagement and driving digital product sales conversion. The background of this study is based on the increasing trend of social media usage as a marketing tool, particularly TikTok, which has become a dominant platform in shaping engagement and building public trust in intangible digital products. This study employs a descriptive qualitative approach with in-depth interviews and digital observation techniques. The theoretical frameworks used are the SOSTAC model to analyze strategic communication planning and the SOME model to understand audience engagement processes. The findings reveal that the @BelajarBarengAde account effectively applies all components of the SOSTAC model: from market situation analysis and goal setting (brand awareness and sales), to content management and data-based evaluation. The optimization of the SOME model also successfully enhances audience participation and interaction through educational content, storytelling, and creative use of TikTok features. These strategies have proven effective in turning followers into loyal buyers and creating an active digital community that supports business growth. Keywords: social media marketing, TikTok, digital marketing communication, digital products, SOSTAC, SOME
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > HE Transportation and Communications H Social Sciences > HT Communities. Classes. Races H Social Sciences > HX Socialism. Communism. Anarchism |
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| Divisions: | Faculty of Social and Political Sciences > Magister Communication | ||||||||||||
| Depositing User: | NANDA DHEA Ayu Savitri | ||||||||||||
| Date Deposited: | 06 Aug 2025 01:42 | ||||||||||||
| Last Modified: | 06 Aug 2025 01:42 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41577 |
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