Irene’s Fruit Soup Marketing Communication Strategy On The Tiktok Platform
Strategi Komunikasi Pemasaran Sop Buah Irene di Platform Tiktok
DOI:
https://doi.org/10.21070/ups.11807Keywords:
Marketing Communications, Irene's Fruit Soup, tiktokAbstract
The increasing use of TikTok as a digital marketing platform provides opportunities for culinary businesses, including Sop Buah Irene, to enhance brand awareness and increase sales. This study aims to analyze the marketing communication strategy implemented through TikTok Live, focusing on the use of distinctive accents, tone of voice, and direct interaction with audiences. The study applies Philip Kotler and Kevin Lane Keller’s digital marketing theory, emphasizing interactive communication through digital media. A descriptive qualitative approach was employed using non-participatory observation, in-depth interviews, and documentation. The findings indicate that interactive communication through TikTok Live increases audience engagement, strengthens brand awareness, and fosters customer loyalty. Moreover, the distinctive communication style establishes a strong brand identity, while personal shopping (jastip) supports wider product distribution. This study contributes to understanding live streaming-based marketing communication strategies for strengthening digital branding and building sustainable customer relationships.
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