STRATEGI KOMUNIKASI PADA KONTEN AKUN TIKTOK CIMOL BOJOT AA DALAM MEMBANGUN BRAND AWARENESS UMKM (Studi Deskriptif Kualitatif Pada Akun TikTok @cimobojot.aa)

Rismaya, Irsa (2025) STRATEGI KOMUNIKASI PADA KONTEN AKUN TIKTOK CIMOL BOJOT AA DALAM MEMBANGUN BRAND AWARENESS UMKM (Studi Deskriptif Kualitatif Pada Akun TikTok @cimobojot.aa). Skripsi thesis, Universitas Sangga Buana YPKP Bandung.

	Text 1. COVER.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text 2. LEMBAR PENGESAHAN.pdf Available under License Creative Commons Public Domain Dedication. Download (2MB)
	Text 3. LEMBAR PERNYATAAN.pdf Available under License Creative Commons Public Domain Dedication. Download (2MB)
	Text 5. ABSTRAK.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text 7. BAB I.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text 00. Skripsi Irsa Rismaya.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB)
	Text 12. DAFTAR PUSTAKA.pdf - Bibliography Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text Plagiarisme.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (190kB)

Abstract

This research is based on the phenomenon of increasing use of social media, especially TikTok, by small and medium enterprises (UMKM) as a digital promotion tool. TikTok, as a platform based on creative and interactive content, has great potential in building brand awareness through the implementation of effective communication strategies. The purpose of this study is to identify the communication strategies applied by the TikTok account @cimolbojot.aa in managing its content and to analyze how this content contributes to the development of brand awareness. This study employs a qualitative approach with a descriptive method. Data were collected through content observation, interviews with the account manager, and documentation of social media activities related to the communication strategies used. The results of this research indicate that the communication strategies of the TikTok account @cimolbojot.aa utilize creative elements such as the use of trending music, storytelling, audience interaction, and consistent posting to strengthen brand awareness. Based on communication strategy theory, these approaches are effective in capturing audience attention, delivering product messages, and enhancing brand recall among TikTok users. Within the framework of brand awareness theory, consistent and relevant content supports the improvement of brand recognition and audience engagement with the Cimol Bojot AA brand.

Actions (login required)

View Item