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All Journal Journal of Science and Education Research JSP: Jurnal Studi Pesantren
Maknunah, Lu’luil
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Religion Agriculture, Biological Sciences & Forestry Humanities Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Peran Konten TikTok dalam Mengembangkan Branding sebagai Media Bisnis Digital yang Berprofitabilitas Wulandari, Safitri; Zahiroh, Mun’yah; Maknunah, Lu’luil; Halizah, Siti Nur
Journal of Science and Education Research Vol. 4 No. 1 (2025): Journal of Science and Education Research
Publisher : Yayasan Pendidikan Insan Mulia Utan Sumbawa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62759/jser.v4i1.175

Abstract

Dalam era digital yang terus berkembang, media sosial memainkan peran penting dalam strategi pemasaran bisnis, dan TikTok telah muncul sebagai salah satu platform yang paling efektif dalam membangun branding bagi bisnis digital. Artikel ini bertujuan untuk mengeksplorasi peran konten TikTok dalam mengembangkan branding serta dampaknya terhadap profitabilitas bisnis. Dengan jumlah pengguna yang terus meningkat, TikTok menawarkan peluang besar untuk menjangkau audiens yang lebih luas dan meningkatkan keterlibatan konsumen melalui konten kreatif, interaktif, dan mudah disebarkan. Artikel ini mengkaji bagaimana konten yang relevan dan menarik dapat memperkuat citra brand, membangun hubungan emosional dengan konsumen, dan menciptakan loyalitas. Selain itu, TikTok juga memungkinkan bisnis untuk melakukan promosi produk atau layanan dengan biaya yang relatif rendah, namun memiliki dampak yang signifikan terhadap visibilitas dan penjualan. Dengan menggunakan pendekatan studi kasus dan analisis tren pemasaran terkini, artikel ini menunjukkan bagaimana TikTok dapat menjadi alat yang sangat menguntungkan bagi bisnis untuk meningkatkan branding dan mencapai profitabilitas yang lebih tinggi. Kesimpulannya, TikTok bukan hanya sekadar platform hiburan, tetapi juga menjadi kekuatan utama dalam pemasaran digital yang dapat memaksimalkan potensi keuntungan bagi pelaku bisnis.
The Nyai Endorsement Phenomenon and the Ethos of Simple Living in Pesantren: Navigating Religious Identity in the Age of Digital Consumerism Maknunah, Lu’luil; Wafa, Ali; Warits, Abd
JSP: Jurnal Studi Pesantren Vol. 3 No. 2 (2024): September
Publisher : Magister’s Program in Islamic Education Postgraduate Program, Universitas Annuqayah Sumenep

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Abstract

The emergence of influencers from Islamic boarding school nyai circles who are active in endorsement activities is a new phenomenon that is quite interesting to study. Nyai's character, which is usually used as a means of Islamic preaching, is now being used in economic battles. Nyai, as role models for students and society in general, should display attitudes and behaviors that are in accordance with the teachings in Islamic boarding schools. However, in practice, Nyai endorsements actually appear to display a hedonistic lifestyle that is contrary to the value of simplicity. Based on this anxiety, researchers conducted a study on the practice of endorsing nyai on social media, as well as its impact on the concept of simple living taught in Islamic boarding schools. To analyze and answer this question, researchers collaborated on Vincent Mosco's commodification theory and Pierre Bourdieu's capital theory. This research is included in a phenomenological study with a qualitative research type. Data was obtained by conducting interviews and collecting documents. The results of the research show that in endorsement activities there were efforts to commodify the symbolic capital of the nyai as the kiai's wife/daughter. Apart from that, efforts were also found to commodify the Nyai's cultural capital, which included the Nyai's knowledge, her honest personality, and her skills in styling fashion that was trendy but still in accordance with the Shari'a. From these endorsement activities, it was found that there was an impact on the concept of simple living taught in Islamic boarding schools. Nyai's endorsement has been proven to be able to influence the consumption decisions of students who follow her, although not significantly enough
Co-Authors Ali Wafa Halizah, Siti Nur Warits, Abd Wulandari, Safitri Zahiroh, Mun’yah