Strategi Pemasaran Sosial Media Dalam Membangun Brand Awareness Fusion Dept Melalui Tiktok
Abstract
Perkembangan teknologi digital telah mengubah lanskap pemasaran global, terutama melalui media sosial seperti
TikTok. Platform ini menjadi alat yang efektif dalam menjangkau audiens muda melalui konten video pendek yang
kreatif dan interaktif. Penelitian ini bertujuan untuk memahami strategi pemasaran media sosial yang diterapkan oleh
Fusion Dept, sebuah brand fashion lokal, dalam membangun brand awareness melalui TikTok. Menggunakan
pendekatan kualitatif dengan metode studi kasus, data dikumpulkan melalui wawancara mendalam dan observasi
konten dari akun TikTok resmi Fusion Dept. Hasil penelitian menunjukkan bahwa penggunaan strategi konten yang
relevan dengan tren, kolaborasi bersama influencer, serta visual yang menarik mampu meningkatkan engagement
dan persepsi positif terhadap merek. Penelitian ini memberikan kontribusi praktis bagi brand lokal dalam merancang
strategi pemasaran berbasis konten, serta kontribusi akademik dalam literatur pemasaran digital.
Kata Kunci: Strategi Pemasaran, Media Sosial, Brand Awareness, Tiktok, Brand Fashion
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