OPTIMALISASI PROMOSI DIGITAL MELALUI INSTAGRAM DAN TIKTOK DALAM MENINGKATKAN KESADARAN MEREK COMUT STRUDEL PINEAPPLE
DOI:
https://doi.org/10.29407/v06qke36Keywords:
Instagram, Kesadaran Merek, Promosi Digital, TikTok, UMKMAbstract
Penelitian ini bertujuan merumuskan strategi optimalisasi promosi digital melalui Instagram dan TikTok untuk meningkatkan kesadaran merek Comut Strudel Pineapple. Penelitian menggunakan pendekatan deskriptif kualitatif dengan desain studi kasus. Data diperoleh melalui audit konten, studi literatur, dan analisis karakteristik platform. Fokus analisis meliputi konsistensi konten, identitas visual, storytelling, interaktivitas, serta indikator kinerja promosi digital. Hasil penelitian menunjukkan bahwa Instagram lebih tepat digunakan untuk memperkuat identitas merek, informasi produk, testimoni, dan katalog visual, sedangkan TikTok lebih sesuai untuk video pendek, storytelling berbaris tren, konten proses produksi dan perluasan jangkauan audiens. Kebaruan penelitian tertelak pada model optimaslisasi terpadu Instagram-TikTok untuk merek pastry lokal. Strategi yang dihasilkan dapat membantu Comut Strudel Pineapple membangun pengenalan, daya ingat, dan kedekatan konsumen di pasar digital.
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