Digital Marketing Strategy for Campaigning @kedasbeutypusat Social Media Accounts on TikTok Application

Abstract

In today's society the marketing process is not only done conventionally but also the role of digital technology has brought changes in online marketing, making it much in demand by business people in promoting their products. As a result, business people are increasingly interested in implementing online marketing to promote their products. This study aims to answer the question of how digital marketing develops a business and discover digital marketing strategies through campaigns on the accounts @kedasbeautypusat TikTok app. Although many studies have been conducted on digital marketing, little has been done on campaigns in the TikTok application. This study employs a qualitative descriptive methodology with a case study as the approach, and content analysis is also used to identify patterns. The subject of this study is the @kedasbeautypusat TikTok account, which has 1.5 billion followers and considered as the most popular skincare product account compared to others. The data collection techniques of this study are direct observation on the @kedasbeautypusat TikTok account, documentation, and literature study. The researchers analyzed a hundred contents selected from May to September 2021. The results revealed that @kedasbeautypusat used the TikTok application as a marketing and business development effort in three ways: storytelling, stepping into real-world relationships with consumers and growing with your customers to be social and human with trust. Furthermore, the researchers also discovered that the use of TikTok Apps is very successful in establishing two-way communication.