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All Journal Journal of Politic and Government Studies Jurnal Matematika dan Statistika serta Aplikasinya (Jurnal MSA) Sketsa Bisnis Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming Jurnal Ilmiah Edunomika (JIE) Jurnal Pengabdian Masyarakat Indonesia Transekonomika : Akuntansi, Bisnis dan Keuangan Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Journal of Tropical Food and Agroindustrial Technology Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) The Sages Journal: Culinary Science and Business RESLAJ: Religion Education Social Laa Roiba Journal Jurnal Ekonomi Bisnis dan Kewirausahaan
Achmad Taufiq
Institut Teknologi Sepuluh Nopember
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Mathematics Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences Other

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Journal : Transekonomika : Akuntansi, Bisnis dan Keuangan

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Doritos Product Marketing Innovation Based on Doritos Flat Life on TikTok Social Media to Increase Sales Taufiq, Achmad; Hadi, Bawa Mulyono; Mau, Daniel Pandu
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 5 No. 1 (2025): January 2025
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v5i1.834

Abstract

Innovative product marketing is essential in increasing sales in today's digital age, especially through social media platforms such as TikTok. This research aims to analyse the marketing strategy used by Doritos in the campaign, as well as evaluate its impact on product sales and audience engagement. The research method used is qualitative with data collection techniques through in-depth interviews, content analysis, and consumer surveys. The results revealed that using TikTok as a marketing platform was effective in increasing brand awareness and sales. The campaign successfully created high engagement through hashtag challenges, collaboration with influencers, and organic content. A 30% increase in sales in the first month of the campaign, as well as positive engagement levels from TikTok users, showed that this marketing approach was effective. The implication of this research is the importance of understanding the audience and adapting to the dynamics of social media platforms to achieve success in digital marketing.
Co-Authors ., Misrul Afkarina, Izza Agatha, Olivia Aldio Firmanda, Bagus Aprilia, Puput Daniel Happy Putra Desy Alya Putri Rahmasari Dian P. Prabowo., Ivy Edi Santoso Fachrudin, Muhammad Arif Gunawan, Maggie Hadi, Bawa Mulyono Hikmawanto, Noval Ida Ayu Putu Sri Widnyani Junadi Junisa Silvia, Khofifah Lestariningsih, Titin lie, Tjhing Man M.E, Rusmini, MAHMUDI Mahmudi Mahmudi Mau, Daniel Pandu Mulyono, Bawa Hadi Munir, Miftakhul Nur Cahyono , Dimas Octarani, Valerie Paristiawan, Made Febriantha Prabowo, Ivy Dian Puspitasari Pratama, Panji Satria Pratiwi, Maharani Dwi Priyatno Harsasto Puji Astuti Puji Lestari, Devi Purwoko . Putri, Kristina Risnawati Ibnas Wahidah Alwi Wulandari, Anjani Yahya, Beatrix Noviyanti Yohanis Lundji Kadumbani