Pengaruh Pemanfaatan Applikasi Tiktok Sebagai Media Pemasaran (Literatur Review)
Abstract
Jurnal ini bertujuan untuk melakukan tinjauan literatur tentang pengaruh pemanfaatan aplikasi TikTok sebagai media pemasaran. Dalam era digital yang semakin maju, platform media sosial seperti TikToktelah menjadi penting dalam strategi pemasaran. Tujuan dari tinjauan literatur ini adalah untuk menganalisis berbagai penelitian terkait pemanfaatan TikTok sebagai media pemasaran, termasukkeuntungan yang ditawarkan, tantangan yang dihadapi, dan dampaknya terhadap perilaku konsumen serta keberhasilan kampanye pemasaran. Melalui analisis literatur yang komprehensif, jurnal inimemberikan wawasan tentang bagaimana penggunaan TikTok dapat mempengaruhi upaya pemasaran dan memberikan landasan untuk penelitian lebih lanjut di bidang ini. Hasil dari tinjauan literatur ini dapatmemberikan pemahaman yang lebih baik tentang potensi TikTok sebagai media pemasaran dan memberikan panduan praktis bagi praktisi pemasaran dalam mengoptimalkan penggunaan platform inidalam strategi pemasaran mereka.
Kata Kunci: TikTok, Media Pemasaran, Pengaruh, Perilaku Konsumen, Kampanye Pemasaran
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