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All Journal Branding: Jurnal Manajemen & Bisnis International Journal of Social, Economic, and Business
Umi Tasyania Apriliani
Universitas Negeri Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Tiktok Business Analysis and Media Marketing Strategy: SWOT and PESTLE Approach Hilzam Saiga Hamas; Cantika Dwi Fransiska; Umi Tasyania Apriliani; Buana Madu Hayati; Achmad Kautsar
International Journal of Social, Economic, and Business Vol. 1 No. 1 (2024): September 2024
Publisher : Lavish Opulent Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65688/ijseb.v1i1.2

Abstract

TikTok, or known as Douyin in China, is a social media platform that provides short videos and has gained widespread popularity throughout the world, especially among the younger generation. The impact needs to be discussed further by explaining the SWOT and PESTLE analysis to analyze TikTok's internal and external weaknesses and strengths. By combining SWOT and PESTLE analysis, a project or organization can have a better understanding of the situation and environmental conditions in which they operate, so they can develop strategies that are more effective and successful in achieving their goals. This research method is descriptive qualitative by observing and analyzing secondary data. PESTEL analysis provides insight into how external factors, such as shifts in government policies related to social media and evolving cultural trends, may affect TikTok’s operations and expansion across different markets.
IMPLEMENTASI TEXT-TO-VIDEO ARTIFICAL INTELLIGENCE SEBAGAI STRATEGI CONTENT MARKETING TIKTOK UNTUK MEMBANGUN BRAND AWARENESS PADA INDUSTRI WATER TREATMENT Umi Tasyania Apriliani; Nanang Hoesen Hidroes Abbrori; Dhiyan Septa Wihara; Muhammad Febrilian Dwi Syahputra
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 2 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i2.58212

Abstract

Berkembangnya teknologi tuntutan perusahaan dalam memproduksi konten membutuhan efisiensi, kuantitas, serta kualitas video. Dalam pemanfaatan AI banyak digunakan perusahaan menganalisa bisnis, namun belum banyak produksi untuk konten. Inovasi baru PT Nico Indo Water Technology telah memanfaatkan Generatif Text-to-Video AI sebagai strategi brand awareness content marketing pada platform Tiktok. Penelitian ini dapat membantu perusahaan dalam proses produksi konten dengan efektif dan juga efisiensi tanpa memerlukan adanya talent. Penelitian ini menggunakan metode kualitatif studi kasus melalui observasi, wawancara semi-terstruktur pegawai digital marketing, dan dokumentasi. Hasil dari penelitian ini yaitu framework prompting yang terdiri dari tujuh komponen yaitu Content Objective, Brand Information, Target Audience, Content Strategy, Content Specification, Prompt Engineering, dan Human Evaluation. Demikian framework tersebut menghasilkan video AI yang lebih konsisten dengan suatu identitas merek, mengurangi revisi manual, dan dapat digunakan dengan berbagai tema konten. Penelitian ini berkontribusi pada pengembangan framework prompting khusus untuk implementasi Text-to-Video Ai pada strategi content marketing industri water treatment.
Co-Authors Achmad Kautsar Buana Madu Hayati Cantika Dwi Fransiska Dhiyan Septa Wihara Hilzam Saiga Hamas Muhammad Febrilian Dwi Syahputra Nanang Hoesen Hidroes Abbrori