<![CDATA[The rapid development of digital media has encouraged brands to utilize short-video platforms such as TikTok as a communication and marketing medium. Visual attractiveness has become an important factor in maintaining audience attention in the fast-paced digital environment. This study aims to analyze the application of video editing techniques in improving the visual attractiveness of TikTok content on the @purela.id account. The research uses a qualitative descriptive method through digital observation, interviews, and literature study. The primary data were obtained from TikTok content produced during the internship period at PT Purela Sinari Abadi. The analysis focuses on editing techniques such as cutting, pacing, subtitle usage, transitions, audio synchronization, and visual composition.]]>
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