Strategi Pemasaran dengan Memanfaatkan Media Sosial Tiktok dalam Meningkatkan Penjualan Buku Penganteb di Toko Buku Hindu,  Tuban-Bali

Ni Kadek Sri Ayu Pusparini; I Komang Mahayana Putra; Sagung Mas Suryaniadi

doi:10.55606/concept.v5i3.2932

Authors

Ni Kadek Sri Ayu Pusparini Politeknik Negeri Bali
I Komang Mahayana Putra Politeknik Negeri Bali
Sagung Mas Suryaniadi Politeknik Negeri Bali

DOI:

https://doi.org/10.55606/concept.v5i3.2932

Keywords:

Digital Marketing, Marketing Mix 7P, Marketing Strategy, Sales, TikTok

Abstract

This study aims to analyze the marketing strategy implemented through TikTok social media based on the Marketing Mix 7P concept, examine its effectiveness in increasing the sales of Buku Penganteb, and identify the challenges faced by Toko Buku Hindu, Tuban-Bali. This research employed a descriptive qualitative approach. Data were collected through observation, in-depth interviews, and documentation. The data were analyzed using data reduction, data display, and conclusion drawing, while the validity of the findings was ensured through source triangulation. The findings indicate that the marketing strategy implemented through TikTok has successfully applied all elements of the Marketing Mix 7P. Informative promotional content, active interaction with customers, and the effective utilization of TikTok features have expanded market reach and significantly increased the sales of Buku Penganteb. However, several challenges were identified, including changes in TikTok's algorithm, increasing content competition, and maintaining consistency in content creation. To address these challenges, the company regularly evaluates its content, follows relevant trends, and optimizes the use of TikTok Shop and TikTok Live. Overall, the study demonstrates that TikTok is an effective digital marketing platform for supporting sales growth at Toko Buku Hindu, Tuban-Bali.

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