Zaki Anam, . (2026) ANALISIS STRATEGI KOMUNIKASI PEMASARAN KONTEN TIKTOK BELLA CLARISSA DALAM MEMPROMOSIKAN FASHION WANITA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid development of social media, particularly TikTok, has brought significant changes to marketing communication strategies within the fashion industry. TikTok functions not only as an entertainment platform but also as an effective digital marketing medium through visual and interactive content. This study aims to analyze the marketing communication strategies employed by Bella Clarissa through TikTok content in promoting women’s fashion and to identify the factors that support the effectiveness of these strategies. This research adopts a qualitative approach with a descriptive method. Data were collected through content observation, in-depth interviews with Bella Clarissa and her team, and documentation. Data analysis was conducted using the Social Media Marketing theory, which includes the aspects of participation, conversation, sharing, presence, and relationship. The findings indicate that Bella Clarissa’s marketing communication strategy emphasizes authenticity, strong personal branding, selective use of trends, soft-selling approaches, storytelling, and visually appealing content aesthetics. These strategies have proven effective in increasing audience engagement and strengthening the brand image of the promoted fashion products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010411151] [Pembimbing: S. Bekti Istiyanto] [Penguji 1: Machyudin Agung Harahap] [Penguji 2: Puri Bestari Mardani] |
| Uncontrolled Keywords: | TikTok, marketing communication strategy, influencer, fashion, digital content |
| 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: | ZAKI ANAM |
| Date Deposited: | 07 May 2026 03:48 |
| Last Modified: | 07 May 2026 03:48 |
| URI: | http://repository.upnvj.ac.id/id/eprint/50292 |
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