Strategi Komunikasi Marketing pada Akun TikTok Quezelyhere Melalui Fitur Paid Promotion

Aulia Sabrina Kurniawan (Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta)
Fifit Fitriansyah (Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta)
Mety Titin Herawati (Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta)

Brand Communication
Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet

The growing use of TikTok as a digital marketing platform has encouraged content creators to integrate promotional messages into engaging content. The TikTok account Quezelyhere delivers promotional messages through short-form interviews featuring public figures and influencers. This study aimed to analyze the marketing communication strategy implemented by the Quezelyhere TikTok account through paid promotion. A qualitative approach with a case study method was employed, involving three informants selected through purposive sampling. Data were collected through interviews, observation, and documentation. The findings revealed that Quezelyhere implemented a soft-selling strategy by integrating entertainment and promotional elements into short-form interview content. Promotional messages were presented naturally and non-intrusively to attract audience attention and encourage interest in the promoted products. Furthermore, creative content presentation and the selection of relevant interviewees were identified as supporting elements of the marketing communication strategy. The study concluded that Quezelyhere's marketing communication strategy emphasized the integration of promotional messages into entertaining and engaging content, allowing paid promotion to be delivered without relying on direct selling approaches.