<![CDATA[The background of optimizing digital Marketing by local cosmetic brands like Viva Cosmetics on dynamic platforms such as TikTok prompted this research. The research objective is to identify and analyze Planning aspects within the digital Marketing Strategy implemented by Viva Cosmetics on TikTok to enhance consumer engagement and brand awareness. The implementation method uses a descriptive analysis approach to primary data collected through observation of content and interaction metrics on Viva Cosmetics' official TikTok account. Activity results show that meticulous content Planning, trend utilization, upload quality, and the application of content Marketing tactics, Search Engine Marketing-like approaches, and Influencer Marketing generate high engagement, as seen in popular content. The analysis technique involves interpreting engagement metrics and content strategies. It is concluded that Viva's TikTok Strategy effectively increases engagement and brand awareness, especially among young audiences. The research implication is the importance of strategic and adaptive Planning on TikTok for cosmetic brands to build audience connection and strengthen brand position.]]>
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