STRATEGI PENGGUNAAN INFLUENCER PADA CAMPAIGN YOGURT GUMMY WONHAE FOODS DI TIKTOK : Pendekatan Teori Integrated Marketing Communication (IMC)

Ruth Maria Rezeki Sianturi, . (2025) STRATEGI PENGGUNAAN INFLUENCER PADA CAMPAIGN YOGURT GUMMY WONHAE FOODS DI TIKTOK : Pendekatan Teori Integrated Marketing Communication (IMC). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (164kB)
[img] Text
AWAL.pdf
Download (1MB)
[img] Text
BAB 1.pdf
Restricted to Repository UPNVJ Only
Download (329kB)
[img] Text
BAB 2 .pdf
Restricted to Repository UPNVJ Only
Download (459kB)
[img] Text
BAB 3.pdf
Restricted to Repository UPNVJ Only
Download (265kB)
[img] Text
BAB 4.pdf
Restricted to Repository UPNVJ Only
Download (1MB)
[img] Text
BAB 5.pdf
Download (197kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (218kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository UPNVJ Only
Download (149kB)
[img] Text
LAMPIRAN .pdf
Restricted to Repository UPNVJ Only
Download (717kB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (28MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (132kB)
Official URL: http://repository.ac.id

Abstract

This research examines the strategy of using influencers in the Yogurt Gummy campaign by Wonhae Foods through the social media platform TikTok, employing the Integrated Marketing Communication (IMC) theoritical approach. The background of this research is based on the growing cosumption of short-form videos on TikTok in Indonesia, particularly among childern and teenagers as the primary target audience, as well as the increasing role of influencer marketing as a communication strategy to build brand awareness in the digital era. This study applies a descriptive qualitative method with a constructivist paradigm. Data were collected through in-dept interview with Wonhae Foods internal parties, non- participant observation of influencer campaign content on TikTok, and supporting documentation. The analysis focuses on influencer selection strategies, the process of content planning and implementation, and the communication strategies employed in the campaign. The findings reveal that Wonhae Foods strategically utilized a combination of nano to mega influencers in accordance with the target audience, leveraging creative content with hooks, storytelling, and maximizing the unique selling product in the form of the iconic Yakult-shapped gummy. The integration of IMC element is reflected in the consistency of influencer-delivered messages with the brand’s objectives, namely bulding awareness while driving audience engagement. This research contributes academically by enriching the discussion on the application of IMC in TikTok-based campaigns and serves as a reference for brands in designing effective and measurable influencer marketing strategies.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 2110411120] [Pembimbing : S. Bekti Istiyanto] [Penguji 1 : Yani Hendrayani] [Penguji 2 : Garcia Krisnando N.]
Uncontrolled Keywords: Integrated Marketing Communication, Influencer Marketing, TikTok, Brand Awareness, Wonhae Foods
Subjects: H Social Sciences > HE Transportation and Communications
H Social Sciences > HF Commerce
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: RUTH MARIA REZEKI SIANTURI
Date Deposited: 07 May 2026 05:39
Last Modified: 07 May 2026 05:39
URI: http://repository.upnvj.ac.id/id/eprint/50330

Actions (login required)

View Item View Item