<![CDATA[Abstract. Dobujack is a Brand that focuses on women's and men's Fashion. After the Covid-19 virus, Dobujack shifted to an online promotional mix and began utilizing the TikTok platform to reach its customers online. One of Dobujack's strengths on TikTok is through its 24-hour live broadcast feature, which allows direct interaction with its followers and strengthens the bond between the Brand and its audience. This Brand utilizes various creative content formats such as Outfit recommendations, dramas, and ASMR, and implements a comprehensive promotional strategy through a voucher system, discounts, and affiliate programs. The purpose of this study is to analyze the promotion of Dobujack Fashion products carried out through TikTok social media, especially in terms of advertising presentation, sales promotion, and the effectiveness of 24-hour live broadcasts. The research method used is qualitative with a case study approach, with data collected through observation and in-depth interviews. The results of the study show that Dobujack's promotional mix strategy on TikTok has succeeded in creating a personal and interactive shopping experience, increasing Brand awareness, and building a loyal community that supports sustainable Brand growth. Abstrak. Dobujack adalah sebuah usaha Brand yang berfokus pada fesyen wanita maupun pria. Setelah adanya virus Covid-19, Dobujack beralih ke bauran promosi daring dan mulai memanfaatkan platform TikTok untuk menjangkau pelanggannya secara online. Salah satu keunggulan Dobujack di TikTok adalah melalui fitur siaran langsung selama 24 jam, yang memungkinkan interaksi langsung dengan pengikutnya dan memperkuat ikatan antara merek dan audiensnya. Brand ini memanfaatkan berbagai format konten kreatif seperti rekomendasi Outfit, drama, dan ASMR, serta mengimplementasikan strategi promosi komprehensif melalui sistem voucher, diskon, dan program affiliate. Tujuan dari penelitian ini yaitu menganalisis promosi produk fesyen Dobujack yang dilakukan melalui media sosial TikTok, khususnya dalam aspek penyajian iklan, sales promotion, dan efektivitas siaran langsung 24 jam. Metode penelitian yang digunakan yaitu kualitatif dengan pendekatan studi kasus, dengan data yang dikumpulkan melalui observasi dan wawancara mendalam. Hasil penelitian menunjukkan bahwa strategi bauran promosi Dobujack di TikTok berhasil menciptakan pengalaman berbelanja yang personal dan interaktif, meningkatkan kesadaran merek, serta membangun komunitas loyal yang mendukung pertumbuhan Brand secara berkelanjutan.]]>
