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All Journal Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi)
Hansdoko, Rahasdita Reo
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Religion Humanities Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Strategi Digital Marketing Melalui Tiktok Dalam Membangun Brand Trust Generasi Z Hansdoko, Rahasdita Reo; Ayuningtyas, Fitria; Maella, Nurannafi Farni Syam; Widiarto, Didik Sugeng
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 6 No 2 (2025): Agustus
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2025.6.2.4595

Abstract

This study aims to analyze digital marketing strategies through the TikTok platform in building brand trust among Generation Z. TikTok is highly relevant due to its large Gen Z user base and interactive features that support viral content distribution. Using a descriptive qualitative approach, this research analyzes digital content from the MS Glow brand during the period of January to June 2025. The findings indicate that strategies such as storytelling, collaboration with micro-influencers, user-generated content, and social value campaigns are effective in enhancing brand trust. This study offers practical insights for marketers in designing relevant digital communication strategies for Gen Z.
Co-Authors Fitria Ayuningtyas Nur’annafi Farni Syam Maella widiarto, Didik Sugeng