Pemanfaatan media sosial TikTok sebagai platform pemasaran digital pada akun @dododots.by.zen
DOI:
https://doi.org/10.37481/jmh.v5i2.1451Keywords:
TikTok, Digital Marketing, Media Social, Gen Z, Content Strategy, Brand EngagementAbstract
This study aims to analyze the use of TikTok as a digital marketing platform by @dododots.by.zen, a reseller of acne patch products. Originally a short video entertainment platform, TikTok has evolved into a powerful tool for interactive marketing, especially among younger generations. Employing a qualitative descriptive method and a case study approach, the research collected data through interviews and documentation. The findings indicate that the account applies an organic content strategy that is light, educational, and emotionally engaging to increase audience interaction. Its success in reaching the target market is driven by relatable narratives, appealing visual presentation, and the strategic use of trending features. Moreover, the brand’s adaptability to TikTok’s algorithm and user preferences ensures sustained relevance and visibility. The study concludes that TikTok serves as an effective medium for brand building and consumer loyalty, particularly among Gen Z, by emphasizing authentic content, community engagement, and emotional storytelling.
References
Anastasia, R., & Nugroho, H. (2022). Analisis efektivitas konten pemasaran di media sosial TikTok terhadap engagement konsumen. Jurnal Komunikasi Digital, 5(2), 45–59.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
Bolderston, A. (2021). Conducting a semi-structured interview. Journal of Medical Imaging and Radiation Sciences, 52(3), 345–349. https://doi.org/10.1016/j.jmir.2021.03.010
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation, and Practice (7th ed.). Pearson Education.
Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (4th ed.). SAGE Publications.
DataReportal. (2023). Digital 2023: Indonesia. https://datareportal.com/reports/digital-2023-indonesia
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126. https://doi.org/10.1016/j.jbusres.2016.05.001
Flick, U. (2022). Introducing Research Methodology: A Beginner's Guide to Doing a Research Project (3rd ed.). SAGE Publications.
Guest, G., Namey, E., & Mitchell, M. (2020). Collecting Qualitative Data: A Field Manual for Applied Research (2nd ed.). SAGE Publications.
Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Kaplan, A. M., & Haenlein, M. (2021). Social Media: Back to the Roots and Back to the Future. Journal of Systems and Information Technology, 23(2), 169-183. https://doi.org/10.1108/JSIT-06-2020-0162
Kingsnorth, S. (2022). Digital Marketing Strategy: An Integrated Approach to Online Marketing (3rd ed.). Kogan Page.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Hoboken, NJ: Wiley.
Kotler, P., Keller, K. L., Ang, S. H., Leong, S. M., & Tan, C. T. (2021). Marketing Management (16th ed.). Pearson Education.
Manca, S., Bocconi, S., & Caviglia, F. (2022). Responding to youth: How social media shapes participatory practices of Gen Z. New Media & Society, 24(8), 1835–1854. https://doi.org/10.1177/14614448221076148
Miles, M. B., Huberman, A. M., & Saldaña, J. (2020). Qualitative Data Analysis: A Methods Sourcebook (4th ed.). SAGE Publications.
Montag, C., Yang, H., & Elhai, J. D. (2021). On the psychology of TikTok use: A first glimpse from empirical findings. Frontiers in Public Health, 9, 641673. https://doi.org/10.3389/fpubh.2021.641673
Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis: Striving to meet the trustworthiness criteria. International Journal of Qualitative Methods, 16(1). https://doi.org/10.1177/1609406917733847
Ritchie, J., Lewis, J., McNaughton Nicholls, C., & Ormston, R. (Eds.). (2021). Qualitative Research Practice: A Guide for Social Science Students and Researchers (2nd ed.). SAGE Publications.
Ryan, D. (2017). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (4th ed.). Kogan Page.
Saldaña, J. (2021). The Coding Manual for Qualitative Researchers (4th ed.). SAGE Publications.
Schweidel, D. A., & Moe, W. W. (2022). Social media listening and analytics for consumer insight: Theory and methods. Foundations and Trends® in Marketing, 14(4), 270–320. https://doi.org/10.1561/1700000068
Susanto, H., et al. (2023). Digital transformation and TikTok marketing: Strategy adaptation for SMEs. Journal of Digital Business, 5(1), 32–46.
Tracy, S. J. (2020). Qualitative Research Methods: Collecting Evidence, Crafting Analysis, Communicating Impact (2nd ed.). Wiley-Blackwell.
Tuten, T. L., & Solomon, M. R. (2020). Social Media Marketing (4th ed.). Sage Publications.
Wang, Y., Xu, S., & Wang, Y. (2022). The role of content formats in mobile video marketing: Evidence from TikTok. Journal of Interactive Marketing, 59, 1–15. https://doi.org/10.1016/j.intmar.2022.07.001
We Are Social & Meltwater. (2023). Digital 2023 Global Overview Report. Retrieved from https://wearesocial.com/sg/blog/2023/01/digital-2023/
Xu, H., Lin, X., & Chen, Y. (2023). Exploring TikTok algorithm and engagement: A marketing analytics approach. Journal of Business Research, 157, 113655. https://doi.org/10.1016/j.jbusres.2022.113655
Yin, R. K. (2018). Case Study Research and Applications: Design and Methods (6th ed.). SAGE Publications.
