Nasywa Nathania Raby'ah Hamzah, . (2025) PEMANFAATAN INFLUENCER MARKETING DI TIKTOK DALAM MEMBANGUN BRAND AWARENESS GLAD2GLOW. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research examines the marketing communication strategy implemented by the skincare brand Glad2Glow to build brand awareness through the TikTok platform. The uniqueness of this case study lies in Glad2Glow's ability to cultivate a strong perception as a local brand, despite its products being manufactured through an overseas contract manufacturing system (maklon). This context forms the study's background, aiming to understand how influencer marketing strategies can effectively build trust amidst the complexities of brand identity. A qualitative case study approach with a constructivist paradigm was employed. Data were collected through semi-structured interviews with relevant informants and non-participant observations of influencer-generated TikTok content. The research adopts the AIDA model (Attention, Interest, Desire, Action) to analyze the psychological stages consumers undergo when exposed to Glad2Glow's marketing efforts. The findings reveal that Glad2Glow effectively applies the AIDA framework through educational content, viral sound trends, narrative storytelling, and implicit calls to action, all of which contribute to heightened brand awareness. This study offers academic insights into social media-based marketing strategies and provides practical guidance for local brands aiming to strengthen their positioning in the digital era.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411108] [Pembimbing: S. Bekti Istiyanto] [Penguji 1: Kusumajanti] [Penguji 2: Kumala Hayati] |
| Uncontrolled Keywords: | Marketing Communication Strategy, Brand Awareness, TikTok, Influencer Marketing, AIDA |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| 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: | NASYWA NATHANIA RABY'AH HAMZAH |
| Date Deposited: | 20 Aug 2025 07:15 |
| Last Modified: | 20 Aug 2025 07:15 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38145 |
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