STRATEGI KOMUNIKASI PEMASARAN TOKOPEDIA PADA MEDIA SOSIAL TIKTOK (Studi Deskriptif Penggunaan Maskot Toped Dalam TikTok Tokopedia)

Aqila Nurkhaliza, . (2024) STRATEGI KOMUNIKASI PEMASARAN TOKOPEDIA PADA MEDIA SOSIAL TIKTOK (Studi Deskriptif Penggunaan Maskot Toped Dalam TikTok Tokopedia). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Toped, the mascot of Tokopedia, made its debut on Tokopedia's TikTok social media platform. Tokopedia positioned itself as both an e-commerce brand and a pleasant shopping companion. The introduction of the Toped mascot on Tokopedia’s TikTok brought a fresh atmosphere to the platform. In a competitive landscape where numerous brands from various sectors vie for attention, it is crucial for a company to have a visual identity component that comprehensively defines the company and distinguishes it from others. Therefore, through the use of the Toped mascot in its TikTok content, Tokopedia can create content that stands out from other brands and achieves various corporate objectives. This study aims to examine Tokopedia's marketing communication strategy on its TikTok platform, particularly focusing on the use of the Toped mascot in its TikTok content. The research employs a descriptive qualitative methodology, with data collection methods including interviews, observations, and documentation. The findings indicate that Tokopedia has implemented the steps of the SOSTAC model in its marketing communication strategy. This includes situation analysis, objective setting, strategy and tactic selection, implementation, and content control and evaluation. The use of the Toped character in Tokopedia's TikTok content has proven to be a successful marketing communication strategy, as it has effectively increased brand awareness, enhanced organic interactions between the brand and consumers, strengthened Tokopedia's brand identity through the visualization of Toped, and the unique content themes on TikTok have improved brand recall for Tokopedia, making its content easily recognizable and memorable.

Item Type: Thesis (Skripsi)
Additional Information: [No Panggil: 2010411070] [Pembimbing: Uljanatunnisa] [Penguji 1: Windhi Tia Saputra] [Penguji 2: Rizkiya Ayu Maulida]
Uncontrolled Keywords: Marketing Communication Strategy, TikTok, Tokopedia, Toped.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: AQILA NURKHALIZA
Date Deposited: 13 Sep 2024 02:16
Last Modified: 13 Sep 2024 02:16
URI: http://repository.upnvj.ac.id/id/eprint/31029

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