TikTok Live Streaming as a Digital Marketing Communication Media
TikTok Live Streaming sebagai Media Komunikasi Pemasaran Digital
DOI:
https://doi.org/10.21070/ups.1413Keywords:
TikTok Live Streaming, Communication Media, Digital Marketing, InfluencersAbstract
The purpose of this research is to analyze the digital marketing communication strategy carried out by influencers through TikTok Live Streaming. The basic concept used in this research is PR Smith's Digital Marketing Model SOSTAC Theory. This type of qualitative description research uses informants as many as five TikTok account owners. Data collection techniques were carried out through in-depth interviews and observation of TikTok Live Streaming owned by each informant. Data analysis uses the Miles and Hubberman interactive model. The results showed that TikTok Live Streaming is utilized as a digital marketing communication medium. This feature makes it easy for consumers to get product information. Influencers play an important role in TikTok Live Streaming related to consumer behavior, purchasing decisions, and purchase intention.
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