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All Journal DIGICOM : Jurnal Komunikasi dan Media
Salahudin Al Afgan
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Arts Humanities Education

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Komunikasi Pemasaran Kebun Binatang Surabaya Melalui Media Sosial TikTok @Kebunbinatangsurabaya Delang, Marselinus Putra Raga; Ratna Puspita Sari; Salahudin Al Afgan
DIGICOM : Jurnal Komunikasi dan Media Vol. 4 No. 4 (2024): Edisi Oktober 2024
Publisher : LPPM Stikosa-AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/digicom.v4i4.836

Abstract

Nowadays, social media accounts can be utilized in various ways. One way is by promoting tourist areas. One of the tourist areas in the city of Surabaya, namely the Surabaya Zoo, has utilized social media as a tourism promotion medium such as Facebook, Twitter, YouTube and also TikTok. This research focuses on the social media TikTok which is now widely used by business people to promote their products. This research reviews how the use of TikTok features related to forms of promotion is in accordance with the promotion mix including advertising, sales promotion, public relations and personal selling using qualitative descriptive research methods on the TikTok @kebunbinatangsurabaya account. In the process of using TikTok as an online promotional media for TikTok @kebunbinatangsurabaya has fulfilled the criteria contained in the four promotional mixes so that the use of TikTok based on the Followers, Feed, Like, Coment, Hashtag features has supported a good promotional process.
Strategi Komunikasi Bisnis di TikTok Shop untuk Meningkatkan Penjualan Produk UMKM di Kabupaten Gresik Mochammad Arkansyah; Arfiyansyah; Yuga Adi Kusuma; Salahudin Al Afgan; Paskalis Dio
DIGICOM : Jurnal Komunikasi dan Media Vol. 5 No. 1 (2025): Edisi Januari 2025
Publisher : LPPM Stikosa-AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/digicom.v5i1.880

Abstract

This research aims to analyze the business communication strategies used by Micro, Small and Medium Enterprises (MSMEs) in Gresik Regency through the TikTok Shop platform in an effort to increase sales of their products. TikTok Shop as a social media-based e-commerce platform provides interactive features that allow MSMEs to promote products creatively through short videos. This research uses a qualitative method with a case study approach on several MSMEs in Gresik Regency who actively use TikTok Shop. Data was collected through in-depth interviews with MSME owners and analysis of video content on their TikTok accounts. The research results show that effective communication strategies include creating authentic content, collaborating with local influencers, and utilizing live shopping features to build direct interactions with consumers. Apart from that, optimizing the use of hashtags and the latest trends on TikTok also contributes to increasing product visibility and sales. This research concludes that adopting digital communication strategies that are adaptive to the characteristics of the TikTok Shop platform can help MSMEs in Gresik Regency increase sales of their products. The implications of this research provide guidance for MSMEs and stakeholders in utilizing social media as an effective marketing tool.
Marketing Communication Strategy of "Persebaya Fourth Jersey 2024" Through Instagram @persebayastore Ahmad Khoirul Hakim; Arfiyansyah; Salahudin Al Afgan; Yuga Adi Kusuma
DIGICOM : Jurnal Komunikasi dan Media Vol. 5 No. 3 (2025): Edisi Juli 2025 [on progress]
Publisher : LPPM Stikosa-AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the marketing communication strategy implemented by Persebaya Store in promoting the "Fourth Jersey 2024" through the Instagram account @persebayastore. The research employs a descriptive qualitative method, with data collected through interviews and observations. The findings reveal that the marketing strategy includes optimizing Instagram features such as Stories, Reels, Carousel, and collaborations with influencers. This strategy successfully achieves three stages of consumer transformation: changes in knowledge, attitude, and behavior. The study contributes to the understanding of social media integration in marketing communication, particularly in the sports merchandise industry.
Co-Authors Ahmad Khoirul Hakim Arfiyansyah Delang, Marselinus Putra Raga Paskalis Dio Ratna Puspita Sari Yuga Adi Kusuma