Peran Aplikasi Sosial Media Tiktok Sebagai Media Digital Marketing dalam Meningkatkan Minat Beli Konsumen pada Produk PT. Wimha Cipta Karya
DOI:
https://doi.org/10.37385/ceej.v7i5.12131Keywords:
Digital Marketing, TikTok, Content Marketing, Minat Beli Konsumen, PropertiAbstract
Pemanfaatan TikTok sebagai media digital marketing pada PT. Wimha Cipta Karya masih menghadapi sejumlah kendala, seperti jangkauan audiens yang rendah dan tidak konsisten, keterbatasan waktu tim pemasaran dalam menghasilkan konten, proses pengelolaan konten yang belum optimal, kualitas konten yang belum konsisten, serta kegiatan brainstorming dan evaluasi yang belum dilakukan secara rutin. Penelitian ini bertujuan untuk menganalisis peran TikTok sebagai media pemasaran digital dalam meningkatkan minat beli konsumen, mengidentifikasi strategi untuk memperluas jangkauan audiens, mengetahui pengaruh beban kerja terhadap kreativitas dan kualitas konten, mengidentifikasi hambatan dalam pengelolaan konten, serta menganalisis penerapan brainstorming dan evaluasi konten. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus melalui wawancara semi-terstruktur, observasi, dan dokumentasi terhadap tujuh informan yang terdiri atas tiga informan internal dari tim pemasaran dan empat informan eksternal sebagai konsumen. Hasil penelitian menunjukkan bahwa konsistensi unggahan, pemanfaatan tren, penggunaan hook, peningkatan kualitas visual, penyajian konten edukatif, pemanfaatan TikTok Live, call to action, dan interaksi dengan audiens dapat mendukung peningkatan jangkauan serta keterlibatan konsumen, sedangkan beban kerja, keterbatasan sumber daya, kendala teknis, dan pengelolaan produksi yang belum terstruktur menjadi hambatan dalam optimalisasi konten. Konten yang informatif dan transparan mengenai harga, legalitas, fasilitas, serta perkembangan pembangunan juga berperan dalam membangun kepercayaan dan mendorong ketertarikan konsumen, sementara pelaksanaan brainstorming dan evaluasi secara berkala diperlukan untuk mengembangkan kualitas serta variasi konten.
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