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p-Index From 2021 - 2026
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All Journal Concept: Journal of Social Humanities and Education
Ni Kadek Sri Ayu Pusparini
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Astronomy Languange, Linguistic, Communication & Media Social Sciences Other

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Strategi Pemasaran dengan Memanfaatkan Media Sosial Tiktok dalam Meningkatkan Penjualan Buku Penganteb di Toko Buku Hindu, Tuban-Bali Ni Kadek Sri Ayu Pusparini; I Komang Mahayana Putra; Sagung Mas Suryaniadi
Concept: Journal of Social Humanities and Education Vol. 5 No. 3 (2026): Concept: Journal of Social Humanities and Education
Publisher : Sekolah Tinggi Ilmu Administrasi Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/concept.v5i3.2932

Abstract

This study aims to analyze the marketing strategy implemented through TikTok social media based on the Marketing Mix 7P concept, examine its effectiveness in increasing the sales of Buku Penganteb, and identify the challenges faced by Toko Buku Hindu, Tuban-Bali. This research employed a descriptive qualitative approach. Data were collected through observation, in-depth interviews, and documentation. The data were analyzed using data reduction, data display, and conclusion drawing, while the validity of the findings was ensured through source triangulation. The findings indicate that the marketing strategy implemented through TikTok has successfully applied all elements of the Marketing Mix 7P. Informative promotional content, active interaction with customers, and the effective utilization of TikTok features have expanded market reach and significantly increased the sales of Buku Penganteb. However, several challenges were identified, including changes in TikTok's algorithm, increasing content competition, and maintaining consistency in content creation. To address these challenges, the company regularly evaluates its content, follows relevant trends, and optimizes the use of TikTok Shop and TikTok Live. Overall, the study demonstrates that TikTok is an effective digital marketing platform for supporting sales growth at Toko Buku Hindu, Tuban-Bali.
Co-Authors I Komang Mahayana Putra Sagung Mas Suryaniadi