<![CDATA[The objective of this study is to determine how the concept of digital marketing strategy is implemented in clothing businesses through the TikTok Shop platform. The research method and type used by the researcher in this study is a qualitative research approach. Data collection techniques in this study were in the form of observation, interviews, and documentation. Based on the research results, it states that the role of digital marketing strategies. Meanwhile, the digital marketing strategies used are social media marketing, namely by using social media to promote products or services. This strategy is effective for increasing sales and building brand awareness, the second is affiliate marketing, which is a digital marketing strategy that involves collaboration between companies and third parties known as affiliators. Lastly is the influencer, where using influencers usually relies more on conventional marketing methods such as mass media advertising, direct promotion, traditional digital marketing such as PPC (Pay-Per-Click) or SEO (Search Engine Optimization) ads, and other promotional activities that did not involve the role of influencers, In implementing company operations, the company certainly encounters an obstacle.]]>
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