Strategi Komunikasi Pemasaran Brand Skincare Scora Melalui Live Streaming Tiktok
Abstrak
Perkembangan media sosial telah mendorong transformasi strategi komunikasi pemasaran, khususnya melalui pemanfaatan fitur live streaming pada platform TikTok. Live streaming memungkinkan terjadinya komunikasi dua arah secara real time antara brand dan audiens, sehingga menjadi sarana yang efektif dalam membangun keterlibatan dan kepercayaan konsumen. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran yang diterapkan oleh brand skincare lokal SCORA melalui live streaming TikTok. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara semi-terstruktur dengan informan kunci, informan ahli, dan informan pendukung, serta observasi non-partisipan terhadap aktivitas live streaming SCORA. Analisis data dilakukan secara tematik dengan menggunakan kerangka Integrated Marketing Communication (IMC), yang mencakup positioning strategy, audience strategy, platform strategy, dan configuration strategy. Hasil penelitian menunjukkan bahwa SCORA menerapkan strategi komunikasi pemasaran yang terintegrasi melalui penentuan positioning sebagai brand skincare yang edukatif dan terjangkau, pemahaman mendalam terhadap karakteristik audiens pelajar, pemanfaatan TikTok sebagai platform utama yang interaktif, serta pengemasan pesan yang menekankan product knowledge, gimmick, dan konsistensi komunikasi. Penelitian ini menyimpulkan bahwa live streaming TikTok tidak hanya berfungsi sebagai sarana penjualan, tetapi juga sebagai media strategis dalam membangun engagement audiens dan citra merek secara berkelanjutan. Kata kunci: komunikasi pemasaran, live streaming, TikTok, brand skincare
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