STRATEGI KOMUNIKASI PEMASARAN DIGITAL MOLTO MELALUI TIKTOK AFFILIATE COMPETITION

Dzikra Azizah Khairunnisa, . (2026) STRATEGI KOMUNIKASI PEMASARAN DIGITAL MOLTO MELALUI TIKTOK AFFILIATE COMPETITION. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The rapid growth of social media has encouraged companies to adopt more interactive digital marketing communication strategies through affiliate marketing. One of these initiatives was implemented by PT Unilever Indonesia Tbk. through the Molto Parfum Boost French Raspberry TikTok Affiliate Competition. This study aims to analyze the digital marketing communication strategy employed in the program using the SOSTAC model. This study employed a qualitative approach with a descriptive method. The findings indicate that Molto's digital marketing communication strategy implemented all six elements of the SOSTAC model: Situation analysis, objectives, strategy, tactics, action, and control. The program was designed based on an analysis of consumers, competitors, organizational competencies, market trends, and previous communication strategies. Its objectives focused on increasing brand awareness, communicating the message "Luxury Fragrance at an Affordable Price," improving communication cost efficiency, and encouraging the creation of user-generated content through TikTok affiliates. The strategy was implemented through an affiliate competition, content briefing, and regular evaluations of both content quality and quantity. The study concludes that the Molto Parfum Boost French Raspberry TikTok Affiliate Competition represents an effective digital marketing communication strategy for expanding brand message dissemination through authentic user-generated content while maintaining cost efficiency.

Item Type: Thesis (Tugas Akhir)
Additional Information: [No.Panggil: 2210411187] [Pembimbing: Witanti Prihatiningsih] [Penguji 1: Puri Bestari Mardani] [Penguji 2: Windhi Tia Saputra]
Uncontrolled Keywords: Digital Marketing Communication Strategy, SOSTAC, TikTok Affiliate, Molto.
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: DZIKRA AZIZAH KHAIRUNNISA
Date Deposited: 08 Sep 2026 07:22
Last Modified: 08 Sep 2026 07:22
URI: http://repository.upnvj.ac.id/id/eprint/54102

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