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Firdaus, Risya Zahrotul
Politeknik Negeri Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Other

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Journal : Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi

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Pemanfaatan TikTok sebagai Media Pemasaran Brand Fashion Arkline untuk Menarik Konsumen Gen Z Erwin Permana; Najma Nury; Sabrina Oktavia; Risya Zahrotul Firdaus
MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi Vol. 3 No. 4 (2025): Juli: MENAWAN: Jurnal Riset dan Publikasi Ilmu Ekonomi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/menawan.v3i4.1479

Abstract

Local fashion brands in Indonesia are increasingly favored by consumers due to their affordable prices and competitive quality compared to imported products. A key strategy for gaining market share is digital marketing, especially through TikTok. This study analyzes the sales growth strategy of Arkline, a local fashion brand that successfully utilizes TikTok for marketing. Using a descriptive qualitative approach, data were collected from official digital sources. The findings reveal that TikTok is highly effective in reaching Gen Z, who prefer visual and interactive content. Arkline's strategies include creating trend-based videos, engaging with audiences via TikTok Live, and collaborating with popular influencers. These efforts enhance brand awareness, strengthen audience engagement, and drive purchase decisions. The TikTok Shop feature also facilitates in-app purchases, leading to higher sales conversions. Overall, TikTok proves to be a powerful marketing tool for Arkline in building closer relationships with consumers, expanding market reach, and boosting competitiveness. With adaptive strategies aligned with digital trends, local brands can fully leverage TikTok’s potential in the evolving fashion industry.
Co-Authors Anggraeni, Anggun Putri Chandra, Yanita Ella Nilla Ella Nilla Chandra, Yanita Endah Wartiningsih Ernita Dian Puspasari Erwin Permana Farah Khairunnisa Fidyah Putri Haryani, Yulita Tri Husnil Barry Jati Saputro, Restu Kurniasari, Ratri Lieke Putri Najma Nury Narulita Syarweny Nining Latianingsih Nurdina, Hana Pratama, Arizal Putra purwinarti , Titik Puspitasari, Nuria Putra, Haris Satria Putra, Yoshua Ardy Sabrina Oktavia Sari Monik Agustin Sari Monik Agustin Sofa, Nidia Syarweni, Narulita Titik Purwinarti Tutupoho, Ridwan Roy Wartiningsih , Endah