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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business Madaniya
Rahel Valentina Carolyn
Universitas Kristen Teknologi Solo
Religion Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science

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Optimalisasi Penggunaan Media Sosial Tiktok Guna Memperluas Jangkauan Pasar Primagama Jagalan Rahel Valentina Carolyn; Steven Avrilio Andika Putra; Yosia Nur Abdiel; Rio Dody Christanto; Teofilus Tanu Saputra; Adhita Maharani Dewi
Madaniya Vol. 6 No. 1 (2025)
Publisher : Pusat Studi Bahasa dan Publikasi Ilmiah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53696/27214834.1112

Abstract

Artikel ini menjelaskan optimalisasi penggunaan media sosial TikTok oleh Primagama Jagalan Solo, sebuah lembaga pendidikan bimbingan, untuk memperluas jangkauan pasar. Dengan populernya TikTok di kalangan anak muda, platform ini menawarkan peluang signifikan untuk meningkatkan visibilitas dan menarik perhatian audiens, khususnya pelajar dan orang tua yang membutuhkan layanan pendidikan. Strategi yang diterapkan mencakup pembuatan konten kreatif yang edukatif dan informatif, seperti video tips belajar dan testimoni dari siswa serta orang tua. Primagama juga memanfaatkan fitur TikTok, termasuk hashtag trending dan kolaborasi dengan influencer lokal, untuk meningkatkan jangkauan audiens. Hasil penerapan strategi ini menunjukkan peningkatan signifikan dalam jumlah pengikut, interaksi (like, komentar, dan share), serta jangkauan pasar baik lokal maupun nasional. Selain itu, terdapat peningkatan jumlah pendaftaran siswa baru yang mengaku tertarik setelah melihat konten promosi di TikTok. Secara keseluruhan, penggunaan platform TikTok terbukti efektif dalam memperluas pasar Primagama Jagalan Solo dan meningkatkan keterlibatan audiens, menjadikannya alat pemasaran yang sangat potensial di sektor pendidikan di era digital ini.
Pengaruh Tingkat Adopsi Teknologi, Intensitas Penggunaan Tiktok, Interaksi Sosial dan Promosi Digital terhadap Strategi Komunikasi Pemasaran Matchaboy di Tiktok Rahel Valentina Carolyn; Basuki Nugroho
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 3 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i3.1505

Abstract

Amid rapid digital transformation, marketing communication has shifted toward interactive social media platforms, yet empirical evidence in the F&B sector—particularly on TikTok—remains limited. This study aims to examine the influence of technology adoption, TikTok usage intensity, social interaction, and digital promotion on the effectiveness of marketing communication strategies for the MatchaBoy brand. A quantitative approach was employed using survey data collected from 105 Generation Z respondents who had been exposed to MatchaBoy’s TikTok content. Data were analyzed through multiple linear regression after passing validity, reliability, and classical assumption tests. The results indicate that, partially, technology adoption (p = 0.166), usage intensity (p = 0.788), and social interaction (p = 0.076) do not have a significant effect on marketing communication effectiveness. In contrast, digital promotion shows a positive and significant influence (? = 0.767; p < 0.001). Simultaneously, all variables significantly explain the model with an adjusted R² of 0.707, indicating that 70.7% of the variance in effectiveness is accounted for by the proposed factors. These findings highlight that the effectiveness of marketing communication on TikTok is driven primarily by the quality and relevance of promotional content rather than the level of technology use or interaction intensity.
Co-Authors Adhita Maharani Dewi Basuki Nugroho Rio Dody Christanto Steven Avrilio Andika Putra Teofilus Tanu Saputra Yosia Nur Abdiel