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All Journal Jurnal Spektrum Komunikasi DIGICOM : Jurnal Komunikasi dan Media
Arfiyansyah
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Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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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.
The Transformation of Heritage Tourism Marketing through TikTok A Study of Gen Z’s Interest in Surabaya’s Old Town Mochammad Arkansyah; Anita Agustina Wulandari; Yuga Adi Kusuma; Arfiyansyah
Jurnal Spektrum Komunikasi Vol 13 No 2 (2025): Jurnal Spektrum Komunikasi : June 2025
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v13i2.1119

Abstract

This study aims to describe how the transformation of heritage tourism marketing strategies is carried out through the TikTok platform, and how it influences the travel interest of Generation Z visitors to the Kota Tua Surabaya destination. Using a descriptive qualitative approach, this research observes TikTok content promoting Kota Tua Surabaya, conducts interviews with content creators and local tourism stakeholders, and gathers insights from Gen Z TikTok users through in-depth interviews. The findings indicate that TikTok, as a short-video-based social media platform, provides strong visual and emotional appeal, particularly through the use of trending music, storytelling narratives, and cinematic visuals. Authentic, interactive, and relatable content has proven to be more effective in increasing awareness and interest among Gen Z. The transformation of heritage tourism marketing through TikTok not only expands promotional reach but also helps shape a modern and digitally relevant image of the destination.
Co-Authors Ahmad Khoirul Hakim Anita Agustina Wulandari Mochammad Arkansyah Paskalis Dio Salahudin Al Afgan Yuga Adi Kusuma