Qualitative Analysis of the Tiktok @batampromotion Application as a Promotional Media

Shafira Nurul Izzah, Fitrinanda An Nur

Abstract


Promotion can be done using any media, especially with the help of increasingly sophisticated technology. One of them is by using the TikTok application. TikTok was released in 2016 and can be accessed with Android and iOs smarthpones and can be used by all ages. TikTok users, which have reached 109.9 million, have cread created @batampromotion to use TikTok as a promotional medium starting in 2020 by making short videos containing promotions from culinary, tourist attraction, etc. This TikTok media is used as promotional media because it can minimize time with optimal results and also the process of distributing short videos quickly. There are 4 indicators in achieving TikTok media as a promotional media. Therefore, marketing activities are needed to help the promotion run. Marketing communication aims to introduce, establish or create interactions with consumers. By using qualitative descriptive content analysis and several documentation taken from @batampromotion, we succeeded in using TikTok as a promotional medium which was marked by the achievement of 4 promotional indicators. @batampromotion in promoting products is quiet efficient beause one video already contains information and makes it easier for users to digest the content of the message.


Keywords


TikTok; @batampromotion; Marketing Communication

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DOI: https://doi.org/10.12928/sylection.v4i1.18715

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