IMPLEMENTASI SOCIAL MEDIA MARKETING BAKPIA @JUWARA_SATOE MELALUI KONTEN TIKTOK DALAM MEMBANGUN BRAND IMAGE

Wimalasari, Ramdhanisa (2024) IMPLEMENTASI SOCIAL MEDIA MARKETING BAKPIA @JUWARA_SATOE MELALUI KONTEN TIKTOK DALAM MEMBANGUN BRAND IMAGE. Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

ABSTRAK
PT. Pia Juwara Satoe merupakan salah satu produsen Bakpia asal
Yogyakarta. Bakpia Juwara Satoe merupakan salah satu produk Bakpia viral dan
kekinikan yang aktif melakukan social media marketing melalui TikTok. Penelitian
ini ingin bertujuan untuk mengetahui implementasi social media marketing Bakpia
@Juwara_satoe melalui konten TikTok dalam membangun brand image. Teori
yang digunakan adalah ekuasi media dan konsep new media, digital marketing serta
menggunakan konsep 4C social media (context, communication, collaboration, dan
connection). Metode penelitian yang digunakan adalah kualitatif deskriptif dengan
teknik pengumpulan data melalui wawancara dan studi pustaka. Hasil penelitian ini
menunjukkan bahwa dari segi Context telah terbangun brand image konsumen yang
menyatakan Bakpia Juwara Satoe merupakan suatu brand yang informatif,
interaktif dan satisfaying. Dalam hal Communication telah tercipta brand image di
benak konsumen sebagai suatu merek yang bisa responsif, dalam artian merek dari
Bakpia Juwara Satoe mampu menjaga hubungan komunikasi dengan
konsumennya. Sementara itu, dari segi Colloboration Bakpia Juwara Satoe ini
berhasil membangun brand image melalui kerjasama yang dilakukan bersama
influencer dan konten kreator dari TikTok Affiliate. Sedangkan dalam hal
connection, Bakpia Juwara Satoe ini selalu berusaha untuk terhubung secara
personal dengan para konsumennya secara keterbukaan. Sehingga secara
keseluruhan implementasi social media marketing yang dilakukan oleh Bakpia
Juwara Satoe dalam membangun brand image terhadap mereknya telah mampu
menciptakan persepsi positif dibenak konsumen.
Kata Kunci: Bakpia Juwara Satoe, TikTok, New Media, Social Media
Marketing, Brand Image
ABSTRACT
PT. Pia Juwara Satoe is a Bakpia producer from Yogyakarta. Bakpia Juwara Satoe
is one of the viral and contemporary Bakpia products which actively carries out
social media marketing via TikTok. This research aims to determine the
implementation of Bakpia @Juwara_satoe's social media marketing through
TikTok content in building brand image. The theory used is media equation and
new media concept, digital marketing concept and also uses the 4C concept of
social media (context, communication, collaboration and connection). The
research method used is descriptive qualitative and data collection techniques
through interviews and literature study. The results of this research show that in
terms of Context, a consumer brand image has been established stating that Bakpia
Juwara Satoe is an informative, interactive, and satisfying brand. In terms of
Communication, a brand image has been created in the minds of consumers as a
responsive brand, meaning that the brand of Bakpia Juwara Satoe is able to
maintain communication relationships with its consumers. Meanwhile, in terms of
Collaboration, Bakpia Juwara Satoe has successfully built a brand image through
collaborations with influencers and content creators from TikTok Affiliate. As for
connection, Bakpia Juwara Satoe always strives to connect personally with its
consumers openly. Thus, overall, the implementation of social media marketing
carried out by Bakpia Juwara Satoe in building a brand image for its brand has
been able to create a positive perception in the minds of consumers.
Keywords: Bakpia Juwara Satoe, TikTok, New Media, Social Media Marketing,
Brand Imag

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Bakpia Juwara Satoe, TikTok, New Media, Social Media Marketing, Brand Imag
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Eko Yuli
Date Deposited:	22 Apr 2024 02:28
Last Modified:	22 Apr 2024 02:28
URI:	http://eprints.upnyk.ac.id/id/eprint/39324

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