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All Journal JURNAL PASTI (PENELITIAN DAN APLIKASI SISTEM DAN TEKNIK INDUSTRI) Jurnal Teknik Industri : Jurnal Hasil Penelitian dan Karya Ilmiah dalam Bidang Teknik Industri INTECOMS: Journal of Information Technology and Computer Science JIKA: Jurnal Ilmu Keuangan dan Perbankan Jurnal Lebesgue : Jurnal Ilmiah Pendidikan Matematika, Matematika dan Statistika Journal of Applied Sciences, Management and Engineering Technology (JASMET) Jurnal Pajak dan Bisnis (Journal of Tax and Business) ProBisnis : Jurnal Manajemen Journal Research of Social Science, Economics, and Management
Iriani, Yani
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Materials Science & Nanotechnology Mathematics Social Sciences Transportation

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Strategi Pemanfaatan TikTok untuk Membangun Brand Awareness Brand Fashion Ways.co Syamsi, Wuri Arianty; Setianto, Nasrul; Saepuloh, Asep; Iriani, Yani
ProBisnis : Jurnal Manajemen Vol. 17 No. 1 (2026): January: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Indonesian local fashion brands continue to grow by offering affordable products that have quality competitive with imported brands. One of the main strategies to enhance competitiveness is the use of digital marketing through the TikTok platform. This study aims to analyze the digital marketing strategies implemented by Ways.co, a local clothing brand that utilizes TikTok as the main channel for promotion and sales. The research method used is qualitative with a case study approach through in-depth interviews with the marketing team. The research results indicate that TikTok plays a strategic role in building brand awareness while also driving sales, particularly due to its integration with marketplaces such as Tokopedia. The marketing strategy employed includes a combination of organic content in the form of live streaming with special price offers, try-on videos using viral sounds, as well as the implementation of a consistent content publication schedule. Additionally, Ways.co also adopts a paid strategy through the Boost Ads feature, with an allocation of IDR 150,000 for promoting live streaming and IDR 200,000 for video content, which has proven effective in expanding audience reach. Internal data shows that about 80% of sales are generated more from TikTok compared to Shopee, with the main success indicator being the number of traffic views during live sessions. This study concludes that TikTok functions not only as a social media platform but also as an integrated marketing channel capable of effectively combining promotion, consumer interaction, and sales.
Co-Authors Angga Kurniawan ARIEF RAHMANA, ARIEF Asep Saepuloh Baihaqi, Tizar Darmawan, Abdul Ghany Dwi Priyanto Elsen, Rickard Esa Fauzi Gusni, Gusni Hidayatullah, Jihad Akbar Ihsan, Yogi Nur Irawan, Edbert Wijaya Kusumah, Wawan Wijaya Margana, Riki Ridwan Nuraeni, Yulia Paskalius, Domianus Resa Taruna Suhada Sapna, Sopyan Setianto, Nasrul Siddiq, Maulana Suyono, Annisa Maharani Syamsi, Wuri Arianty Tria Apriliana, Tria