STATEGI KOMUNIKASI PEMASARAN LOTION WHITENING DALAM LIVE STREAMING TIKTOK

Abstract

This research is about the Tiktok live streaming marketing communication strategy on the @info.glowup account. So the researcher raised the title "Whitening Lotion Marketing Communication Strategy in Tiktok Live Streaming (Study on the Tiktok account @info.glowup). The purpose of this research is to find out the process and marketing communication strategy for Lotion Whitening through the Live Streaming of the Tiktok application. The method used by researchers in this research is descriptive qualitative method. Data collection techniques used are interviews, observation, and documentation. Structured interviews with 4 informants (1 info.glowup online shop owner and 3 consumers). Data analysis techniques include collecting data, reducing, presenting, then drawing conclusions. The results of this study are that the Marketing Communication Strategy used by the info.glowup online shop has implemented the 4P Marketing Communication Strategies such as Product, Price, Place, Promotion. Product marketing strategy with Pre Order (PO) so that consumers know that this hand body product is always selling well so it needs to be ordered in advance, because of the advantages and quality of the product. The marketing strategy for Price of info.glowup products is lower than the prices of other similar products, so the price of info.glowup products is affordable which can be purchased by young people, both those who are still in school and employees/workers. The marketing strategy for Place is choosing Tiktok as a type of social media that is very popular, so that it becomes a marketing medium for the info.glowup online shop. This place makes it easier for the owner to reach the target market of generation X and generation Z with high technological literacy. Apart from that, the place in this online shop is because the products are not yet in the mall, they are new and are only sold in the Tiktok shop. So there is no offline store yet. Another advantage that many consumers like is because in the online shop when live streaming consumers get attractive discounts. The marketing strategy for Promotion is by giving vouchers on each live streaming and when there are certain events such as New Years, Ramadan, pay day sales. Discounts are also given to buyers who buy more than one. Factors that support marketing strategies such as when live streaming on Tiktok, being able to reach For Your Page (FYP) so that many are interested and buy. However, there are inhibiting factors, namely when the owner works alone in live streaming and packing as well, so that she is not optimal in live streaming.

Keywords: Marketing, Communication Strategy, Live Streaming, Tiktok

This research is about the Tiktok live streaming marketing communication strategy on the @info.glowup account. So the researcher raised the title "Whitening Lotion Marketing Communication Strategy in Tiktok Live Streaming (Study on the Tiktok account @info.glowup). The purpose of this research is to find out the process and marketing communication strategy for Lotion Whitening through the Live Streaming of the Tiktok application. The method used by researchers in this research is descriptive qualitative method. Data collection techniques used are interviews, observation, and documentation. Structured interviews with 4 informants (1 info.glowup online shop owner and 3 consumers). Data analysis techniques include collecting data, reducing, presenting, then drawing conclusions. The results of this study are that the Marketing Communication Strategy used by the info.glowup online shop has implemented the 4P Marketing Communication Strategies such as Product, Price, Place, Promotion. Product marketing strategy with Pre Order (PO) so that consumers know that this hand body product is always selling well so it needs to be ordered in advance, because of the advantages and quality of the product. The marketing strategy for Price of info.glowup products is lower than the prices of other similar products, so the price of info.glowup products is affordable which can be purchased by young people, both those who are still in school and employees/workers. The marketing strategy for Place is choosing Tiktok as a type of social media that is very popular, so that it becomes a marketing medium for the info.glowup online shop. This place makes it easier for the owner to reach the target market of generation X and generation Z with high technological literacy. Apart from that, the place in this online shop is because the products are not yet in the mall, they are new and are only sold in the Tiktok shop. So there is no offline store yet. Another advantage that many consumers like is because in the online shop when live streaming consumers get attractive discounts. The marketing strategy for Promotion is by giving vouchers on each live streaming and when there are certain events such as New Years, Ramadan, pay day sales. Discounts are also given to buyers who buy more than one. Factors that support marketing strategies such as when live streaming on Tiktok, being able to reach For Your Page (FYP) so that many are interested and buy. However, there are inhibiting factors, namely when the owner works alone in live streaming and packing as well, so that she is not optimal in live streaming.

Keywords: Marketing, Communication Strategy, Live Streaming, Tiktok