Peran Influencer Dalam Strategi Promosi Melalui Media Sosial TikTok

Abstract

In the connected digital era, marketing has shifted to digital technology with social media becoming the primary tool. Social media has become an effective communication channel and allows companies to reach a global audience in a cost-efficient manner. Modern marketing strategies involve using influencers to increase brand visibility on social media platforms. Influencers have the power to influence the purchasing decisions of others based on their personal experiences and are often used as intermediaries to convey brand messages to target consumers. TikTok, a rapidly growing social media platform, offers new opportunities in digital marketing. TikTok has become a popular trend in Indonesia, especially among the millennial generation. The relationship between social media and the role of influencers is an important strategy in marketing, where influencers are considered to have a major influence on the behavior of their followers. Therefore, research on the role of influencers in promotional strategies through TikTok is important to provide a better understanding and practical guidance for marketing industry players. The purpose of this study is to identify the role of influencers in promotional strategies on TikTok and analyze the advantages and disadvantages of using influencers as part of a promotional strategy on the platform. This study is a descriptive study that aims to systematically, factually, and accurately simplify the facts related to the use of influencers in promotional strategies on TikTok.