Digital campaign implementation through tiktok as a strategy to increase brand awareness on the @radiokardopa.kdigi Account
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Sep 6, 2023
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Abstract
This study aims to find out how companies implement digital campaign strategies to increase brand awareness. The research method used by the author in this article is qualitative with a descriptive case study approach that takes the Tiktok account @radiokardopa.kdigi as the object of research. This research was conducted to provide an overview and explanation of a feature of a phenomenon studied. In this article, the phenomenon that occurs is the changing times that make Kardopa 99.4 FM Radio have to follow the trend that continues to grow in order to increase the company's brand awareness through Tiktok as a subject and marketing medium. The implementation that can be used in this strategy is as follows; Interesting and creative content is the key to getting the Tiktok audience's attention, Using relevant hashtags can help content to be found more easily by an audience interested in the topic, and interaction with users is also very important to build a good relationship between the company and the audience. Based on research results, this company is able to increase brand awareness in implementing digital campaign strategies. To find out this, researchers used total engagement data. The results of the data from January to June are; January gained 0.6%, then February 7.54%, April 21%, May 25% and June 28%. Researchers used total engagement data.
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How to Cite
Meliala, B. H. S., Yafiz, M., & Nurbaiti, N. (2023). Digital campaign implementation through tiktok as a strategy to increase brand awareness on the @radiokardopa.kdigi Account. Enrichment : Journal of Management, 13(3), 2325-2334. https://doi.org/10.35335/enrichment.v13i3.1589
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Dumitriu, D., Militaru, G., Deselnicu, D. C., Niculescu, A., & Popescu, M. A. M. (2019). A perspective over modern SMEs: Managing brand equity, growth and sustainability through digital marketing tools and techniques. Sustainability, 11(7), 2111. https://doi.org/10.3390/su11072111
Dihni, VA (2022). Pengguna Tiktok mayoritas Berusia Muda, Ini Rinciannya. https://databoks.katadata.co.id/datapublish/2022/07/20/pengguna-tiktok-mayoritas-berusia-muda-ini-rinciannya
Elfira, A. (2019). Dampak Aplikasi Tiktok Terhadap Perilaku Remaja Di Kelurahan Cikoro Kecamatan Tompobulu Kabupaten Gowa.
Fadjar Wibowo, M., Yenuarizki, Y., & Jolanda Putri, A. (2018). Kampanye Digital Strategis untuk Meningkatkan Proses Rekrutmen Tenaga Kesehatan Pedesaan di Indonesia: Studi Kasus Pencerah Nusantara Angkatan VI. Jurnal Perencanaan Pembangunan: Jurnal Perencanaan Pembangunan Indonesia, 2(2), 170–187. https://doi.org/10.36574/jpp.v2i2.44
Fitriani, R., Ikah, & Amin, MRF (2023). Analisis Pengaruh Iklan di Media Sosial TikTok Terhadap Keputusan Pembelian Produk Kosmetik di Era Digital. Jurnal Hasil Penelitian Dan Kaya Ilmiah, 9(1), 240–247.
Fitrianingrum, A., & Aruny, FD (2023). Strategi Promosi Melalui Media Sosial Pada Restoran Jepang Sakura SP. Social Engagement : Jurnal Pengabdian Kepada Masyarakat, 8(Februari), 112–121. https://doi.org/10.37253/se.v2i1.7632
Genoveva, G. (2022). Peluang Platform Tiktok: Bagaimana Pengaruhnya Terhadap Brand Awareness UKM Di Kalangan Generasi Z? Sriwijaya International Journal of Dynamic Economics and Business, 5(3), 273. https://doi.org/10.29259/sijdeb.v5i3.273-282
Gesmundo, MAG, Jordan, MDS, Meridor, WHD, Muyot, DV, Castano, MCN, & Bandojo, AJP (2022). TikTok sebagai Platform Kampanye Pemasaran: Pengaruh Brand Awareness dan Brand Recall terhadap Niat Beli Milenial. Jurnal Studi Bisnis dan Manajemen, 4(2), 343–361. https://doi.org/10.32996/jbms.2022.4.2.27
Hidayatullah, MA, & Pasaribu, LH (2021). Pengaruh Efektivitas Anggaran Kampanye Digital, Pemilihan Platform Kampanye Digital, dan Peningkatan Brand Awareness Terhadap Minat Beli Produk Optik Melawai. 12(1), 792–800.
Jaipong, P. (2023). Model dan Strategi Bisnis: Analisis Studi Kasus TikTok. 0323(12), 1–18.
Kim, H., Sefcik, J. S., & Bradway, C. (2017). Characteristics of qualitative descriptive studies: A systematic review. Research in nursing & health, 40(1), 23-42. https://doi.org/10.1002/nur.21768
Makrides, A., Vrontis, D., & Christofi, M. (2020). The gold rush of digital marketing: assessing prospects of building brand awareness overseas. Business Perspectives and Research, 8(1), 4-20. https://doi.org/10.1177/2278533719860016
Masitha, RU, & Eka Bonita, EA (2019). Pengaruh Digital Campaign Web Series Sore Terhadap Keputusan Pembelian Melalui Brand Awareness Tropicana Slim Stevia Di Kalangan Remaja-Dewasa Muda. Jurnal Riset Komunikasi, 2(2), 149–156. https://doi.org/10.24329/jurkom.v2i2.61
Infante, A., & Mardikaningsih, R. (2022). The Potential of social media as a Means of Online Business Promotion. Journal of Social Science Studies (JOS3), 2(2), 45-49. https://doi.org/10.56348/jos3.v2i2.26
Montag, C., Lachmann, B., Herrlich, M., & Zweig, K. (2019). Addictive features of social media/messenger platforms and freemium games against the background of psychological and economic theories. International journal of environmental research and public health, 16(14), 2612. https://doi.org/10.3390/ijerph16142612
Murniasih, F. (2023). Sisi Gelap Media Sosial : Mediasi Perbandingan Sosial pada Hubungan. Jurnal Diversita, 5(2), 105–114. https://doi.org/10.31289/diversita.v9i1.8899
Novalia, Syifa, A., 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, 14(1), 1–13.
Putri, SD, & Fithrah, DS (2018). Pengaruh Kampanye Pemasaran Online #Samyangchallenge Terhadap Perilaku Konsumen Digital Natives Pengguna Youtube Indonesia. PROfesi Humas : Jurnal Ilmiah Ilmu Hubungan Masyarakat, 1(2), 132. https://doi.org/10.24198/prh.v1i2.11460
Reynolds, R., Cook, P., & McCarthy, R. (2021). Kampanye digital untuk meningkatkan kesadaran akan kehamilan yang terpapar alkohol. Perspektif dalam Kesehatan Masyarakat, 141(3), 124–126. https://doi.org/10.1177/1757913920955218
Rizaty, MA (2022). Pengguna Tiktok Indonesia Terbesar Kedua di Dunia. https://dataindonesia.id/internet/detail/pengguna-tiktok-indonesia-terbesar-kedua-di-dunia
Santoso, EA, Laksono, PY, & Muslih, B. (2022). Implementasi Digital Campaign melalui Media Sosial Sebagai Strategi Pengembangan Ruang Belajar Aqil. 8(1), 1–23.
Shabrina, A., Arifputri, AN, & Telkom, U. (2023). PELATIHAN CONTENT CREATOR BAGI SISWA SMK TELKOM BANDUNG Almira Shabrina *, Aiza Nabilla Arifputri. 5, 65–73. https://doi.org/10.30656/ps2pm.v5i1.5928
Wahyudiputra, RFP, & Setiawati, SD (2023). Strategi Komunikasi Media Sosial Instagram Indomaret Dalam Membangun Brand Awareness. Jurnal Humas Digital Indonesia (IJDPR), 1(2), 125–134.
Zulaikha, IA, & Khotimah, K. (2022). Penerapan Digital Content #CiptakanKebaikan sebagai Bentuk Promosi pada Platform Tiktok. Jurnal Lensa Mutiara Komunikasi, 6(1), 1–13. https://doi.org/10.51544/jlmk.v6i1.2844.