Mutiara Halizah, . (2026) STRATEGI KOMUNIKASI PEMASARAN @SEKAIHOME_ID PADA SOSIAL MEDIA TIKTOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aimed to analyze the marketing communication strategy implemented by Sekaihome through the TikTok social media account @sekaihome_id. The research employed a qualitative method with a descriptive approach. Data collection techniques included in-depth interviews with key informants directly involved in managing Sekaihome’s TikTok content, observation of activities on the @sekaihome_id TikTok account, and supporting documentation. Data analysis was conducted through data reduction, data display, and conclusion drawing. The results indicated that Sekaihome’s marketing communication strategy was implemented through systematic content planning, TikTok trend research as the basis for concept development, cross-divisional collaboration in the production process, utilization of TikTok features and supporting technologies such as live streaming, TikTok Shop, and the yellow shopping cart, as well as periodic evaluation of content performance. This strategy enabled Sekaihome to align its messages with the characteristics of the TikTok platform and audience needs. Despite facing challenges such as rapid trend changes and limited production time, the implemented marketing communication strategy was able to maintain content consistency and increase audience interaction and reach.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1910411280] [Pembimbing: Witanti Prihatiningsih} [Penguji 1: Siti Maryam] [Penguji 2: Chairun Nisa Zempi] |
| Uncontrolled Keywords: | Marketing communication strategy, TikTok, social media, Sekai |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| 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: | MUTIARA HALIZAH |
| Date Deposited: | 13 Apr 2026 02:14 |
| Last Modified: | 13 Apr 2026 02:14 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42927 |
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