PEMANFAATAN TIKTOK SEBAGAI MEDIA KOMUNIKASI PEMASARAN PT AROMAKUE INVESTANIAGA BERSAMA DALAM MEMBANGUN BRAND IMAGE DAN BRAND LOYALTY PADA TAHUN 2024

Abstract

This study explores the utilization of TikTok as a marketing communication medium by PT Aromakue Investaniaga Bersama in building brand image and brand loyalty in 2024. The research was motivated by the rapid growth of digital technology and the increasing role of social media, especially TikTok, in transforming consumer behavior and marketing strategies. The core research questions examined how the company employs TikTok for marketing, the implications for brand development, and the communication challenges encountered. Theoretical frameworks include marketing communication theory, agenda-setting theory, and the S-M-C-R-E communication. A descriptive qualitative method with an exploratory approach was applied, using interviews, direct observation, documentation, and literature review for data collection. The results reveal that PT Aromakue utilizes TikTok’s features—short videos, For You Page (FYP), live streaming, and hashtags—to communicate effectively with consumers and establish an engaging brand presence. These strategies have positively influenced consumer perception (brand image) and emotional engagement, leading to increased customer loyalty. TikTok serves not only as a promotional tool but also as a platform for creating interactive relationships with audiences. Nevertheless, the company faces challenges such as maintaining content consistency, adapting to changing algorithms, and managing negative feedback. The study concludes that TikTok is a relevant and effective marketing communication medium, especially for retail businesses aiming to build strong brand identity and customer loyalty in the digital era.