THE IMPROVEMENT OF L’OCCITANE INDONESIA VIA TIKTOK SOCIAL MEDIA

• Main Author: Shindy Khairunnisa, Mutiara
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72850
• Institution: Institut Teknologi Bandung

With the development of technology, many brands needed to change their promotional method. This social distanced situation really changed the promotional method for brands that relies on offline experience as their primary marketing method. One of the most affected sectors is beauty industry, where their customers can not see or use the products directly before they bought it. It definitely become a challenge for the beauty industry. However, during these hard times, there are ground-breaking improvements in promotional methods among the Beauty Industry. One of the most recent trends one is using Tiktok as their promotional media. Therefore, this research is want to assess how effective Tiktok as promotional media for beauty industry with L’Occitane as the study case. This research was conducted by collecting data from several resource persons, then used AIDA (Attention, Interest, Desire, Action) analysis techniques to determine the stages taken by consumers in buying products. The results obtained from this study are that many people already know the L'Occitane brand, but there are still many who do not know the explanation of each product so that the use of social media, namely Tiktok, is needed. L'Occitane can take advantage of the Tiktok Shop feature, or collaborate with beauty influencers to increase public awareness of L'Occitane and can increase sales.