Rosi Hikmiyyah, . (2026) STRATEGI KOMUNIKASI PEMASARAN DIGITAL PADA KONTEN TEH KEPALA DJENGGOT DALAM MENINGKATKAN BRAND AWARENESS DI MEDIA SOSIAL TIKTOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Teh Kepala Djenggot, a local tea brand established since 1951 under PT Gunung Subur Sejahtera, faced a gap between product reputation and brand awareness among consumers, prompting the company to shift its audience segmentation from Generation X toward Generation Z and late Millennials through TikTok. This study aims to analyze the digital marketing communication strategy of Teh Kepala Djenggot through TikTok content in enhancing brand awareness. A qualitative case study approach was employed, with data collected through in-depth interviews, observation, and documentation, and analyzed using the SOSTAC model (Chaffey & Smith, 2017). Findings reveal that the strategy began with an internal-external situation analysis as the basis for establishing brand awareness as the primary objective. Teh Kepala Djenggot positioned itself as "healthy tea," communicated consistently through three content pillars: education/edu-tainment, trend jacking-based entertainment, and soft selling promotion. Implementation was supported by strategic use of the FYP algorithm, Hashtags, trending sounds, and active comment section management that fostered organic community formation. Performance was evaluated periodically with Engagement Rate as the primary KPI. The study concludes that this strategy successfully advanced Teh Kepala Djenggot to the brand recognition stage with emerging indicators of brand recall.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411209] [Pembimbing: Witanti Prihatiningsih] [Penguji 1: Ratu Nadya Wahyuningratna] [Penguji 2: Anindita Lintangdesi Afriani] |
| Uncontrolled Keywords: | Brand awareness, Content Marketing, Digital Marketing Communication Strategy, SOSTAC Model, TikTok |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races |
| 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: | ROSI HIKMIYYAH |
| Date Deposited: | 02 Sep 2026 04:57 |
| Last Modified: | 02 Sep 2026 04:57 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53984 |
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