The Effectiveness of Tik-Tok Buzz Marketing in Increasing Sales of Bakso Masroy Surabaya
Efektivitas Buzz Marketing Tik-Tok Dalam Meningkatkan Penjualan Bakso Masroy Surabaya
DOI:
https://doi.org/10.21070/ups.6534Keywords:
Buzz Marketing, TikTok, Social Media, Marketing MixAbstract
This research aims to explore the effectiveness of the buzz marketing strategy through the Tik-Tok platform in increasing sales of Masroy Surabaya meatballs. This research used a qualitative descriptive approach involving 10 informants who were Masroy Surabaya meatball consumers and Tik-Tok social media users. Research data was collected through in-depth interviews and content analysis of Tik-Tok bakso masroy. The research results show that the use of relevant creative and interesting content has succeeded in increasing brand awareness and encouraging consumers to try Masroy meatball products. Apart from that, the buzz marketing strategy through Tik-Tok has been proven to have a positive impact on increasing sales of Masroy Surabaya meatballs. These findings indicate that Tik-Tok can be an effective platform in promoting culinary products and can contribute significantly to the marketing mix, especially in the 4P aspects related to superior products, competitive prices, strategic places, innovative promotions.
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