Strategi Komunikasi Pemasaran Brand Skincare Scora Melalui Live Streaming Tiktok
Abstract
The development of social media has driven a transformation in marketing communication strategies, particularly through the utilization of live streaming features on the TikTok platform. Live streaming enables real-time, two-way communication between brands and audiences, making it an effective tool for building consumer engagement and trust. This study aims to analyze the marketing communication strategies implemented by the local skincare brand SCORA through TikTok live streaming. This research adopts a qualitative approach using a case study method. Data were collected through semi-structured interviews with key informants, expert informants, and supporting informants, as well as non-participant observation of SCORA’s live streaming activities. Data analysis was conducted thematically using the Integrated Marketing Communication (IMC) framework, which includes positioning strategy, audience strategy, platform strategy, and configuration strategy. The findings indicate that SCORA implements an integrated marketing communication strategy by establishing its positioning as an educational and affordable skincare brand, developing a deep understanding of its student-based target audience, utilizing TikTok as an interactive primary platform, and packaging messages that emphasize product knowledge, gimmicks, and message consistency. This study concludes that TikTok live streaming functions not only as a sales channel but also as a strategic medium for building sustained audience engagement and brand image. Keywords: marketing communication, live streaming, TikTok, skincare brand
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