Strategi Pemasaran Vitoza Madu Pahit di Tiktok melalui Konten Komedi Situasional
DOI:
https://doi.org/10.58518/alamtara.v9i2.4401Kata Kunci:
proses produksi, konten situasi komedi, strategi pemasaran, TikTok, Vitoza Madu PahitAbstrak
Penelitian terdahulu mengenai konten komedi di TikTok umumnya menitikberatkan pada dampaknya terhadap engagement audiens, sementara kajian yang membahas proses produksi konten sebagai strategi pemasaran masih terbatas. Penelitian ini bertujuan menganalisis proses produksi konten situasi komedi sebagai strategi pemasaran Vitoza Madu Pahit di TikTok. Pendekatan deskriptif kualitatif digunakan melalui observasi lapangan, partisipasi aktif, wawancara, dan studi pustaka. Hasil penelitian menunjukkan bahwa produksi konten situasi komedi dilakukan melalui tahapan pra-produksi, produksi, dan pasca-produksi yang terstruktur namun adaptif terhadap tren digital. Keberhasilan strategi pemasaran dipengaruhi oleh faktor internal berupa kerja sama tim, komunikasi, dan kepemimpinan, serta faktor eksternal seperti tren media sosial dan respons audiens. Penelitian ini menegaskan pentingnya proses kreatif produksi konten sebagai elemen strategis dalam pemasaran digital berbasis media sosial.
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