DEVELOPING MARKETING STRATEGIES USING TIKTOK INFLUENCERS AS ELECTRONIC WORD OF MOUTH FOR HAIR CARE BRAND (CASE STUDY: MAKARIZO PROFESSIONAL)

• Main Author: Nadya Amarani S, Bernadetta
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/77222
• Institution: Institut Teknologi Bandung

TikTok has emerged as a powerful platform for influencer marketing, and KOLs play a pivotal role in shaping brand perceptions and driving consumer engagement. Makarizo Professional has implemented TikTok Influencer marketing efforts but experienced a decrease in the last year. To optimize the impact of KOLs marketing, this study involved 135 respondents who participated in an online survey, providing valuable insights into the effective utilization of TikTok influencers for Makarizo Professional's marketing efforts. The quantitative research method was employed to gather data and analyze the respondents' perceptions and preferences regarding TikTok influencer content. The results were then utilized to formulate three proposed marketing strategies: Proposed Brief, Proposed Content, and Proposed KOL (Key Opinion Leader) Selection. By analyzing their preferences, interests, and expectations, the author aim to offer data-driven content recommendations that align with the audience's preferences. This research serves as a valuable resource for brands and influencers looking to create compelling TikTok content that resonates with their target audience and enhances overall marketing effectiveness.