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Mathilda Keizha Kwando
Universitas Pendidikan Nasional
Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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STRATEGI KOMUNIKASI PEMASARAN PRODUK DUPE DI TIKTOK DALAM MEMBENTUK SIKAP PRO DAN KONTRA KONSUMEN GENERASI Z Mathilda Keizha Kwando; Sahri Aflah Ramadiansyah
Berajah Journal Vol. 7 No. 1 (2026): Berajah Journal
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v7i1.757

Abstract

This study aims to analyze marketing communication strategies for dupe bags on TikTok in shaping pro and contra attitudes among Generation Z consumers using the AISAS (Attention, Interest, Search, Action, and Share) model. This study employed a qualitative descriptive approach, with data collected through non-participant observation, structured interviews, and documentation. Informants were selected using purposive sampling and included Generation Z consumers, consumers who had purchased dupe products, a content creator, and an academic specializing in communication or marketing. The findings indicate that consumer attention and interest are primarily shaped by exposure to content on the For You Page (FYP), visual similarity, affordability, user reviews, and engaging content presentation. Consumers subsequently seek information regarding price, quality, materials, durability, and reviews before making purchase decisions and sharing their experiences with others. Pro attitudes are primarily driven by affordability, product variety, accessibility, and the ability to follow trends, whereas contra attitudes arise from concerns regarding quality, originality, excessive similarity, and design ethics. The study concludes that TikTok functions not only as a promotional medium but also as an interactive and evaluative space that dynamically shapes Generation Z consumers’ attitudes toward dupe products.
Co-Authors Sahri Aflah Ramadiansyah