The Use of TikTok Ads as Digital Marketing Strategy to Increase Product Sales at PT Hongzhou Official

Dinar Ayu Chandra Agustin, Prasetiyo

2023

Abstract

Marketing activities that were originally carried out conventionally are now turning digital, which is often referred to as digital marketing. Digital marketing is a digital-based technology marketing activity using the internet. Among the many digital media available, TikTok is becoming a trend because it is the most frequently used platform for digital marketing and online shopping activities. Therefore, many brands use the application for marketing activities to support their business. Including PT Hongzhuo Official which uses the Tiktok Ads feature in the TikTok application to increase sales. Therefore, this study aims to determine and describe how the use of Tiktok as a digital marketing media for PT. Hongzhuo Official in increasing sales. The method used is descriptive qualitative with data collection techniques by conducting observations, interviews with Firiana, Andy Nur Wahyu and Niken as the digital marketing team of PT. Hongzhuo Official. The data that has been obtained is then reduced, data presentation and conclusion drawing. The results showed that PT Hongzhuo Official uses 2 features of Tiktok Ads, namely first, in feed videos in the form of marketing videos in the form of mini drama entertainment, and videos regarding detailed product information (demonstrations). Second, the hastag challenge, namely by adding #hongzhuo in every marketing video content. With the use of these features, PT. Hongzhuo Official's products are increasingly recognized and able to increase sales until 600%.

Paper Citation

in Harvard Style

Agustin D. and Prasetiyo. (2023). The Use of TikTok Ads as Digital Marketing Strategy to Increase Product Sales at PT Hongzhou Official. In Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA; ISBN 978-989-758-691-0, SciTePress, pages 26-31. DOI: 10.5220/0012579900003821

in Bibtex Style

@conference{iscp uta '45 jakarta23,
author={Dinar Ayu Chandra Agustin and Prasetiyo},
title={The Use of TikTok Ads as Digital Marketing Strategy to Increase Product Sales at PT Hongzhou Official},
booktitle={Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA},
year={2023},
pages={26-31},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012579900003821},
isbn={978-989-758-691-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA
TI - The Use of TikTok Ads as Digital Marketing Strategy to Increase Product Sales at PT Hongzhou Official
SN - 978-989-758-691-0
AU - Agustin D.
AU - Prasetiyo.
PY - 2023
SP - 26
EP - 31
DO - 10.5220/0012579900003821
PB - SciTePress