STUDI LITERATUR : Pengaruh Penggunaan Aplikasi Tik Tok Sebagai Media Promosi dan Trend Glow Up terhadap Minat Beli Produk Kecantikan
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh aplikasi Tik Tok sebagai media promosi dan trend glow up terhadap minat beli produk kecantikan. Dikarenakan pengguna media sosial mengalami kenaikan terutama pada aplikasi Tik Tok yang diunduh hampir 1 Miliar kali sepanjang 2020, sehingga aplikasi Tik Tok dapat menjadi tempat strategis bagi pemasaran sebuah merek atau produk yang dapat menjangkau konsumen. Berdasarkan pengamatan fenomena yang ada media sosial Tik Tok saat ini banyak diminati oleh remaja selain dapat membuat menghilangkan lelah, mengusir kebosanan, memberikan hiburan dan mengisi waktu luang juga menjadi tempat untuk aktualisasi diri. Penelitian lain menjelaskan aplikasi Tik Tok dapat digunakan sebagai pelopor periklanan baru ditambah lagi dengan adanya fenomena penggunaan aplikasi Tik Tok yang ramai serta trend yang ikut berpengaruh. Dalam penelitian ini ingin melihat pengaruh aplikasi Tik Tok sebagai media promosi dan trend glow up terhadap minat beli produk kecantikan yang difokuskan pada remaja dimana akan banyak perubahan yang terjadi terutama keinginan untuk merubah diri, mulai memperhatikan diri, merawat diri dan ingin tampil menunjukan eksistensi di pergaulannya.
Kata Kunci: Aplikasi Tik Tok, Promosi, Trend Glow Up, Minat BeliReferences
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