Peran Media Sosial Tiktok Sebagai Promosi Produk Emina Dalam Membangun Brand Image Di Kota Padang

Lidya Mudika Putri (Program Studi Ilmu Komunikasi, Fakultas Hukum, Ilmu Sosial, Dan Humaniora, Universitas Dharma Andalas Padang)
Yesi Elsandra (Program Studi Ilmu Komunikasi, Fakultas Hukum, Ilmu Sosial, Dan Humaniora, Universitas Dharma Andalas Padang)

Jurnal Ilmu Komunikasi dan Sosial Politik
Vol. 4 No. 2 (2026): Oktober-Desember

This study was motivated by the use of TikTok as a promotional platform for beauty products, including Emina, and how audiences interpret promotional content on the @eminacosmeticsid account. This study aims to examine the role of TikTok in promoting Emina products and building brand image in Padang. A qualitative method with a descriptive approach was used. Data were collected through in-depth interviews, observation, and documentation involving one key informant, an Emina Pro Fluencer, and five supporting informants who were students from various schools in Padang. The results show that Emina’s TikTok content attracts audiences through soft selling, tutorials, reviews, and interactions, shaping perceptions of Emina as a light and youth oriented brand. However, some audiences question content credibility due to differences between product portrayals and actual experiences. Based on Pierre Levy’s New Media Theory, interactivity and information exchange contribute to shaping audience interpretations of Emina.