Analisis Strategi Pemasaran Tik Tok Terhadap Keputusan Pembelian Pada CV. Kediri Custom

Perwira, Yonatan Baja (2025) Analisis Strategi Pemasaran Tik Tok Terhadap Keputusan Pembelian Pada CV. Kediri Custom. Skripsi thesis, Universitas Kadiri.

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Abstract

This study discusses "Analysis of Tik-Tok Marketing Strategy on Purchasing Decisions of CV. Kediri Custom" which aims to analyze the tik-tok social media marketing strategy on purchasing decisions, this study uses the AIDA theory (attention, interest, desire, action) with a qualitative research method, a descriptive analysis approach, a phenomenon type with a snowball sampling interview technique and will test the validity of the data by proving credibility, transferability, dependability, confirmability. The results of this study indicate that the marketing strategy used by the company on the tik-tok platform is 80% using affiliate accounts by utilizing the yellow basket feature on fyp and live content, in addition to collaborating with tik-tok influencers, this has been done continuously in the last year in the implementation with the AIDA approach has proven effective and in the implementation of the ads manager it cannot be said to be effective because it only focuses on increasing brand awareness, this is proven by the attention and interest approach being able to influence the attention and interest of the tik-tok audience but at the desire and action stages it cannot be done effectively and how to improve content quality to help marketing strategies such as relevance, creativity, visual quality, storytelling, interaction, consistency, and authenticity of content, however, some aspects of creativity, interaction and consistency have not been done properly because the Kediri custom company does not yet have a BA (brand ambassador), this is proven by the attention and interest approach being able to attract the attention and interest of the audience with storytelling content and at the desire and action stages by utilizing the yellow basket feature and purchase discounts, and in this discussion it is very effective for measuring purchasing decisions using the AIDA approach Keywords : marketing strategy, content enhancement, tik-tok, storytelling, AIDA

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	25 Feb 2026 04:45
Last Modified:	25 Feb 2026 04:45
URI:	http://repository.unik-kediri.ac.id/id/eprint/1070

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