Figure 8: Ragam hashtag yang digunakan hongzhuo.
4.4 The Impact of Using TikTok Ads as
a Digital Marketing Media
Based on the results of data analysis, the use of Tiktok
Ads as a digital marketing media for PT Hongzhuo
has a positive impact, namely
a. PT Hongzhuo's products are increasingly
recognized by the public, this can be seen from
the increasing number of viewers and likes
b. Can catch up and outperform competitor
products with similar products.
"at the beginning of making the tiktok account, we
really monitored its development, even competitors,
namely @xxxxx and @xxxxxx but after evaluating we
managed to outperform them. And our competitor
standards have changed from before" (interview with
Informant Andy, 2023).
c. There was a rapid increase in product sales.
However, researchers cannot display the original
documents because they are categorized as
confidential company documents. So that
researchers can only provide an overview
according to the results of interviews with
informants as follows:
Figure 9: Grafik peningkatan penjualan.
"Before using TikTok Ads, orders were stable
from 1000-2000. However, after using TikTok Ads
there was an increase to 5000-6000. These results are
not yet when the twin date event occurs, sales can
reach 12000 orders" (interview with Informant
Niken, 2023).
5 CONCLUSION
Based on the analysis and discussion that has been
carried out, it can be concluded that PT Hongzhuo
uses and utilizes Tiktok Ads as a digital marketing
media for its products, namely the In feed video and
hastag challenge features. To optimize these two
features, PT Hongzhuo uses two types of content,
namely entertainment content and informative
content, which have their respective functions.
Entertainment content carries out the softselling
function and informative content carries out the
hardselling function. After using Tiktok Ads as a
digital marketing media, PT Hongzhuo can increase
sales by 600%.
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