Marketing Communication On The Tiktok Shop Application Among Housewives Of Gampong Simpang Empat Lhokseumawe
DOI:
https://doi.org/10.29103/icospolhum.v4i.382Keywords:
Marketing Communications, TikTok Shop, AISASAbstract
TikTok Shop is currently an online shopping medium. In the current era, TikTok is not only used by children or teenagers, even parents also use the application. The aim of this research is to find out how marketing communication occurs at the TikTok Shop among housewives. This type of research is qualitative research. This research was located in Gampong Simpang Empat Lhokseumawe, Aceh. With a housewife informant who is around 30 years old. The results of this research are that with the emergence of the TikTok Shop, this can be seen by making interesting content to attract housewives' attention to the content presented by the sellers in the TikTok Shop. It can be seen from the theory used by AISAS (attention, interest, search, action, share)
TikTok shop marketing communications among housewives is still going well, although there are some mothers who still have difficulty using this feature. In this research, we can see the obstacles experienced by these housewives with various kinds of obstacles, and how these housewives overcome their obstacles, namely by looking for information about using the TikTok Shop application in order to make it easier for housewives to do their work. shop online in the application. Online shop sellers can use this TikTok shop feature to promote their goods or services to attract buyers, such as housewives.
References
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R. K. Mujono, “Using basic digital marketing concepts to make a big difference,"vol. 5, no. 2, pp. 18–32, 2018.
D. Wirawan wismu FA, "AISAS Model Analysis of Product Placement in Indonesian Films (case study of culinary brands in the movie ada apa dengan cinta),"vol. 2, no. 16, pp. 1–35, 2019.
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S. Yulia, "Digital marketing communications as a technological challenge,"vol. 1, no. 1, pp. 11–14.
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