Strategi Komunikasi Pemasaran Brand Skincare Somethinc Melalui Live Streaming Tiktok

Nova, Margareta Berliana (2025) Strategi Komunikasi Pemasaran Brand Skincare Somethinc Melalui Live Streaming Tiktok. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The rise of digital technology has significantly transformed marketing communication strategies, one of which is through the use of live streaming features on social media. TikTok, as a rapidly growing platform, is now being utilized by various brands, including skincare brands, to establish real-time interaction with consumers. This study aims to analyze the marketing communication strategy employed by the skincare brand Somethinc in leveraging TikTok live streaming as a medium for promotion and sales. A qualitative descriptive method was applied, collecting data through interviews with six female consumers who made purchases after watching Somethinc's TikTok live streams and one live TikTok Shop streamer from Somethinc, who shared insights on the communication strategies used during the broadcasts. The results reveal that Somethinc implements a variety of marketing communication tactics, such as the use of persuasive language, exclusive promotions during live sessions, interactive TikTok Shop features, and efforts to build emotional connection with the audience. These strategies not only stimulate purchase intention but also strengthen customer loyalty through responsive and two-way communication. The findings highlight the importance of integrating digital strategies with real-time engagement as a competitive advantage in the digital marketplace. The practical implication of this research is to offer guidance for business practitioners and digital marketers in optimizing live streaming features as an effective and relevant marketing tool in today’s digital era.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Marketing Communication, TikTok Live Streaming, Customer Loyalty, Purchase Intention, Somethinc, Digital Strategy
Subjects:	Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions:	Jurusan Administrasi Bisnis > Prodi D4 Bisnis Digital > Skripsi
Depositing User:	Margareta Berliana Nova
Date Deposited:	29 Aug 2025 09:19
Last Modified:	29 Aug 2025 09:19
URI:	https://repository.pnb.ac.id/id/eprint/18189

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