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Unang arifin
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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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Bandung Conference Series: Public Relations
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282167     DOI : https://doi.org/10.29313/bcspr.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Public Relations (BCSPR) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Public Relations dengan ruang lingkup Strategi Promosi, Brand, Citra, Corporate Social Responbility, Digital Public Relations, Diplomasi Publik, Dramaturgi, Hoax, Humas International, Informasi, Kampanye Public Relations, Transaksi, Krisis, Kinerja, Komunikasi Persuasi, Konseling, Konten, Kredibilitas, Kualitas Pelayanan, Literasi, Media Online, Media Sosial, Membangun Kepercayaan, Minat beli, Motif, Pelayanan, Pemberitaan, Peran Sosial, Perspektif, Pola Komunikasi Perusahaan, Profesionalisme, Publikasi, Rebranding, rebranding, Sikap, Special Event, Strategi media relations, Publikasi, Teknologi Informasi, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
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Search results for , issue "645-650" : 1 Documents clear
Bauran Promosi Produk Fashion pada Brand Dobujack di TikTok Muhamad Bernard Fahrezy; Anne Ratnasari
Bandung Conference Series: Public Relations 645-650
Publisher : UNISBA Press

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Abstract

Abstract. Dobujack is a Brand that focuses on women's and men's Fashion. After the Covid-19 virus, Dobujack shifted to an online promotional mix and began utilizing the TikTok platform to reach its customers online. One of Dobujack's strengths on TikTok is through its 24-hour live broadcast feature, which allows direct interaction with its followers and strengthens the bond between the Brand and its audience. This Brand utilizes various creative content formats such as Outfit recommendations, dramas, and ASMR, and implements a comprehensive promotional strategy through a voucher system, discounts, and affiliate programs. The purpose of this study is to analyze the promotion of Dobujack Fashion products carried out through TikTok social media, especially in terms of advertising presentation, sales promotion, and the effectiveness of 24-hour live broadcasts. The research method used is qualitative with a case study approach, with data collected through observation and in-depth interviews. The results of the study show that Dobujack's promotional mix strategy on TikTok has succeeded in creating a personal and interactive shopping experience, increasing Brand awareness, and building a loyal community that supports sustainable Brand growth.   Abstrak. Dobujack adalah sebuah usaha Brand yang berfokus pada fesyen wanita maupun pria. Setelah adanya virus Covid-19, Dobujack beralih ke bauran promosi daring dan mulai memanfaatkan platform TikTok untuk menjangkau pelanggannya secara online. Salah satu keunggulan Dobujack di TikTok adalah melalui fitur siaran langsung selama 24 jam, yang memungkinkan interaksi langsung dengan pengikutnya dan memperkuat ikatan antara merek dan audiensnya. Brand ini memanfaatkan berbagai format konten kreatif seperti rekomendasi Outfit, drama, dan ASMR, serta mengimplementasikan strategi promosi komprehensif melalui sistem voucher, diskon, dan program affiliate. Tujuan dari penelitian ini yaitu menganalisis promosi produk fesyen Dobujack yang dilakukan melalui media sosial TikTok, khususnya dalam aspek penyajian iklan, sales promotion, dan efektivitas siaran langsung 24 jam. Metode penelitian yang digunakan yaitu kualitatif dengan pendekatan studi kasus, dengan data yang dikumpulkan melalui observasi dan wawancara mendalam. Hasil penelitian menunjukkan bahwa strategi bauran promosi Dobujack di TikTok berhasil menciptakan pengalaman berbelanja yang personal dan interaktif, meningkatkan kesadaran merek, serta membangun komunitas loyal yang mendukung pertumbuhan Brand secara berkelanjutan.

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