PROMOTION STRATEGY THROUGH TIKTOK CONTENT DEVELOPMENT USING THE ADOBE PREMIERE PRO APPLICATION TO INCREASE BRAND AWARENESS  IN MSME SILVIA SALON PUSPASARI BOGOR REGENCY

Audry Novia Pramudita; Tri Istining Wardani; Fatkhur Rochman

doi:10.55047/jekombital.v3i1.807

Audry Novia Pramudita* Marketing Management Study Program, Department of Business Administration, Politeknik Negeri Malang
Tri Istining Wardani Department of Business Administration, Politeknik Negeri Malang
Fatkhur Rochman Department of Business Administration, Politeknik Negeri Malang

DOI: https://doi.org/10.55047/jekombital.v3i1.807

Keywords: Promotion Strategy, Tiktok Content, Adobe Premiere Pro, Brand Awareness, Social Media

Abstract

The promotional strategy used by Silvia Salon Puspasari via Tiktok social media did not work optimally because the results of the uploaded videos were not optimum enough because the video quality is still not clear and unstable, which affects the upload results on Tiktok. As a result, the insight into Silvia Salon Puspasari's Tiktok account was unstable. The aim of this research was to create Tiktok content using the Adobe Premiere Pro application as promotional media. This research used the action research method. Measurement effectiveness of packaging design as promotional media using the EPIC Model method. There were 15 respondents, namely 2 marketing experts, 2 computer experts, 1 owner, and 10 consumers or potential consumers. This analysis went through 2 cycles. Based on the results of the analysis of questionnaire distribution, the first cycle still showed quite effective content. In cycle II, an EPIC Rate score of 4.6 was obtained, which means it was very effective. From this research it can be concluded that Tiktok content is said effective and suitable for use as a promotional strategy to increase brand awareness at MSME Silvia Salon Puspasari.

References

Apdillah, D., Harmika, Z., Sahera, M., & Harahap, H. U. (2022). Communication Ethics as Virtual Virtue Control in Media Behavior Society in the Digital Age. JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS, 1(3), 49–60. https://doi.org/10.55047/jhssb.v1i3.148

Edi Santoso, R., Prawiyogi, A. G., Rahardja, U., Oganda, F. P., & Khofifah, N. (2022). Penggunaan dan Manfaat Big Data dalam Konten Digital. ADI Bisnis Digital Interdisiplin Jurnal, 3(2). https://doi.org/10.34306/abdi.v3i2.836

Firmansyah, A. (2019). Pemasaran Produk dan Merek (Planning & Strategy). Penerbit Qiara Media.

Iqlima, N. A., Winoto, Y., & R, T. S. (2023). Strategi Komunikasi Pemasan Melalui Media Sosial Instagram (Studi Action Research pada Bisnis The Local Space). Jurnal Ilmiah Multidisiplin, 2(1).

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Global Edition). England: Person Education Limited.

Marliani, L. P. (2021). Pengembangan Video Pembelajaran Untuk Meningkatkan Motivasi Belajar Siswa Sekolah Dasar. PAEDAGOGY : Jurnal Ilmu Pendidikan Dan Psikologi, 1(2). https://doi.org/10.51878/paedagogy.v1i2.802

Munir. (2012). Multimedia Konsep dan Aplikasi dalam Pendidikan. In Alfabeta (Vol. 58, Issue 12).

Novalia, N., Balqis, A., & Ramadhana, A. (2021). Pemanfaatan Aplikasi Tiktok sebagai Media Promosi untuk Meningkatkan Brand Awareness (Studi Kasus pada PT. ES Teh Indonesia). Jurnal Akrab Juara, 6(4), 84–98.

Pane, S. A., & Hidayah, K. A. (2022). Analisis Perbandingan Teknik Rendering Menggunakan Adobe Media Encoder Dan Software Adobe Premiere. Jurnal Media Infotama, 18(2).

Pardianti, M. S., & S, V. V. (2022). Pengelolaan Konten Tiktok Sebagai Media Informasi. Ikon --Jurnal Ilmiah Ilmu Komunikasi, 27(2). https://doi.org/10.37817/ikon.v27i2.1905

Parnawi, A. (2020). Penelitian tindakan kelas (classroom action research). Deepublish.