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Firmansyah, Ananda Rizqi
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management

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Strategi Pemasaran Potokita di TikTok untuk Meningkatkan Kesadaran Merek Firmansyah, Ananda Rizqi; Zuhri, Saifuddin
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 10 No 1 (2026): JANUARY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v10i1.4763

Abstract

This study explores the social media marketing strategy of Potokita Self Studio through the TikTok platform in building brand engagement. The research problem focuses on how content strategies influence audience interaction and loyalty. Using a qualitative descriptive method, data were collected through in-depth interviews with internal stakeholders (owner, content creator, content planner, social media admin) and external users (followers), along with direct observation of the @potokitaselfstudio account. The findings show that Potokita applies a four-pillar strategy based on the Circular Model of SOME (Share, Optimize, Manage, Engage). These strategies include storytelling content creation, insight-based scheduling, structured account management, and interactive engagement such as challenges and giveaways. The study concludes that Potokita’s approach successfully builds emotional connections and enhances audience participation, offering an effective model for digital marketing in small creative businesses.
Co-Authors Saifuddin Zuhri