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Eko Purwanto
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Journal : interaction communication studies journal

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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 Agustin Widyowati Aji Santoso Alit Hindri Yani Alwin Ferdinand G Amma Fizka Zakiyatul Miskiya Antonius Bimo Rentor Apriani Adha Nasution Arni Damayanti Asra Trigana Lisva Ayundha Evanthi Budijono, Budijono Bunga Citra Lestari Daghista Putri Pawestri Dahlila Hidayani Dede Nur Zaman Deni Efizon Desyandri Desyandri Dwi Rahmawati Egan Evanzha Amriel Eko Febrianda Eko Saputra Endah Ratnawati Eri Febriansyah Erni Yuliani Ertien Rining Nawangsari Esti Mardiana Evi Iskana Manurung Faisal Aji Syahputra Fajriah Khairunnisaa Febriana Nur Vitriani Ferdina, Cucun Setya Fika Fitriani Firman Adi Candra Firman Arifandi Firman Dwilaksono Rahardianto Fitriana Sinaga Fitrianis Yulanda1 Geliska Wahyuni Gulo, Hamer Dekari Gunawan Tanuwidjaja Hani Magfiroh Nur Ratmah Hariyawati, Susi hasbi hasbi Herman Syahputra Tambunan Ida Muidah Intan Ratna Purba Ira Wikartika, Ira Irma Pramudhita Ismail Mubarok Iyus YL Tobing Johannes Kristian Siregar Julia Rastifa Dewi Kaca Dian Meila KHAIRUL ANWAR Khairunnisa Karimah Kholifia A. Muthmainah Kholifia Ainun Muthmainah Kusrini Kusuma Ratnawati Laksono Trisnantoro Lovi Yona M Hasbi M Hasbi M Iqbal Zarkasyi M. Hasbi M. Hasbi M.Hasbi M.Hasbi M.S. Idrus Made Sudarma Masharin Mila Suryani Pohan Mira Kurnia Irde Mirza Shahreza Muhadjir Anwar Muhammad Arib Faishal Muhammad Fitra Muhammad Ilyas Muhammad Razi Ridha N Heriyah Nabila Arumdani Nabila Ghufraeni Rona Raharjo Nazla Keyla Prasetyohadi Prasetyohadi Prisusan Permata Hati Putri Gantine Lestari Putri Laili Susanti Raden Mohamad Herdian Bhakti Raihan Cakra Haryudin Ramos Gunawan Ranggi Efendi Rapih N. Kharismatika Rapih Nur Kharismatika Ratna Melinda Putri Rifka Hendarini Putri Rika Vebriyanti Br Ginting Riski Dwi Putri Riski Dwi Putri Rizka Novtri Andini Rizki Sahrul Barokah Rizki Syawalia Siregar Ronika Butar butar Roy Astika Simatupang Salma Juliana Fadilah Sampe Harahap Sardion Simatupang Setiawan, Muhammad Ricky Sri Ayu Elsi Maita Sri Nefrbina Bangun Sri Widata Sulastri Yenita Putri Tantry Widiyanarti Toto Hartono Tutus Setiawan Vallesa Archika Fany Vera Linda Uli Simanjuntak Widiyanto, Wahyu Wijaya Witandri Yacobus Sunaryo Yudi Ferdian Situmeang Yunarto, Atung Zumrotul Fitriyah