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Eko Purwanto
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Journal : INTERACTION Communication Studies Journal

 1 
The Role of Tiktok as a Media Strategy in Marketing Communication for the Young Generation Fajriah Khairunnisaa; Adhistya Agung Wijayanto; Eko Purwanto; Gulo, Hamer Dekari
Interaction Communication Studies Journal Vol. 2 No. 2 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/interaction.v2i2.4522

Abstract

This research aims to analyze TikTok's role in delivering marketing messages effectively to younger generations, particularly Generation Z and millennials. A qualitative approach was employed through a literature study method to explore relevant theories and findings comprehensively. The study investigates how TikTok’s unique features—such as short-form videos, algorithmic personalization, and high interactivity—contribute to the effectiveness of marketing communication. Through an in-depth examination of existing literature, the research reveals that TikTok functions not only as a promotional tool but also as a platform for brands to establish emotional engagement and long-term loyalty with consumers. The findings indicate that TikTok’s interactive nature, combined with influencer collaborations and user-generated content, significantly enhances brand visibility and trust. Brands that leverage these features are more likely to connect with their audience authentically, resulting in increased engagement and stronger brand-consumer relationships. Furthermore, TikTok campaigns are shown to drive viral trends that amplify marketing messages organically, offering cost-effective exposure
Co-Authors Adhe Permana Adhistya Agung Wijayanto Agus Kristian Agustin Widyowati Aji Santoso Alit Hindri Yani Amma Fizka Zakiyatul Miskiya Apriani Adha Nasution Arni Damayanti Asra Trigana Lisva Atina, Vihi Ayundha Evanthi Budijono, Budijono Bunga Citra Lestari Daghista Putri Pawestri Dahlila Hidayani Darmawati Deni Efizon Desyandri Desyandri Diana Novira Dicky Pastyo Dicky Prastyo Dino Arya Sukma Dwi Rahmawati Egan Evanzha Amriel Eko Febrianda Eko Saputra Endah Ratnawati Erni Yuliani Ery Permana Yudha Esti Mardiana Evi Iskana Manurung Faisal Aji Syahputra Fajri Ilham Syahbani Fajriah Khairunnisaa Febriana Nur Vitriani Ferdiana Rossi Ferdina, Cucun Setya Fika Fitriani Fioga Zahra Fernando Firman Adi Candra Firman Arifandi Firman Dwilaksono Rahardianto Fitriana Sinaga Fitrianis Yulanda1 Geliska Wahyuni Gulo, Hamer Dekari Gunawan Tanuwidjaja Hafidz Munawar Kholil Hani Magfiroh Nur Ratmah Hany Arya Wardhany hasbi hasbi Herman Syahputra Tambunan Ida Muidah Ika Putri Pujianti, Ika Putri Pujianti Indah Wahyu Utami Intan Ratna Purba Ira Wikartika Irawan, Ridwan Dwi Irfandi Fahla Irma Pramudhita Iyus YL Tobing Julia Rastifa Dewi Kaca Dian Meila KHAIRUL ANWAR Khairunnisa Karimah Kholifia Ainun Muthmainah Kusrini Kusrini Laksono Trisnantoro Lovi Yona M Hasbi M Hasbi M. Hasbi M. Hasbi M.Hasbi M.Hasbi Masharin Mila Suryani Pohan Mira Kurnia Irde Mirza Shahreza Muhadjir Anwar Muhammad Arib Faishal Muhammad Fahmi Panwar Muhammad Fitra Muhammad Razi Ridha Muhammad Reissyaf Nabila Arumdani Nabila Ghufraeni Rona Raharjo Nazla Keyla Nibras Fa’iq Muhammad Novita Puspitasari Nurchim Nurchim Nurmalitasari Permatasari, Hanifah Pipin Widyaningsih Prasetyohadi Prasetyohadi Prisusan Permata Hati Putri Karina Cahyadi Putri Laili Susanti Raden Mohamad Herdian Bhakti Rafi Rivaldi Akbar Ramos Gunawan Randis Wahyuni Ranggi Efendi Rapih Nur Kharismatika Ratna Melinda Putri Rifka Hendarini Putri Rika Vebriyanti Br Ginting Riski Dwi Putri Riyana Khairunnisa Hidayat Rizka Novtri Andini Rizki Sahrul Barokah Rizki Syawalia Siregar Ronika Butar butar Roy Astika Simatupang Sampe Harahap Sardion Simatupang Septian Aristianto Setiawan, Muhammad Ricky Setrayana, Abiyyu Siska Danawati Sri Ayu Elsi Maita Sri Nefrbina Bangun Sri Widata Sulastri Yenita Putri Tantry Widiyanarti Telaga Nabila Putri Riyanto Toto Hartono Tutus Setiawan Vallesa Archika Fany Vera Linda Uli Simanjuntak Widiyanto, Wahyu Wijaya Witandri Wulan Nur Layli Yacobus Sunaryo Yudi Ferdian Situmeang Yunarto, Atung