<![CDATA[The rise of social media, particularly TikTok, has driven a shift in marketing communication strategies from conventional approaches toward interactive and participatory digital communication. This study aims to analyze the marketing communication strategy involving Momoyo Pandaan’s TikTok vouchers and its impact on consumer engagement. The research draws upon concepts of digital marketing communication, customer engagement, TikTok, and vouchers as promotional tools, utilizing the AIDA model (Attention, Interest, Desire, Action) as the analytical framework. A qualitative descriptive approach employing a case study method was adopted. Data were gathered through in-depth interviews, observation, and documentation, involving three informants selected via purposive sampling: a manager, an outlet employee, and a consumer of Momoyo Pandaan. Data analysis involved data reduction, data presentation, and verification followed by conclusion drawing. The findings indicate that Momoyo Pandaan’s TikTok voucher marketing strategy is implemented through interconnected AIDA stages. Attention is generated through visual hooks, trending sounds, geo-tagging, and TikTok Local Ads; Interest is fostered via soft-selling content, POV/humor, and collaborations with micro-influencers and food vloggers; Desire is stimulated by emphasizing the price-to-value ratio and the time-limited nature of the vouchers; and Action is driven by clear calls-to-action and a simple voucher redemption process. The strategy proved effective in boosting engagement particularly through saves and shares and correlated with increased voucher redemptions and customer visits to the outlet. Thus, the TikTok voucher-based marketing communication strategy is effective in enhancing engagement while simultaneously driving consumer action.]]>
