Utilization Application TikTok as Media Internal Digital Marketing Strategy Sale Product

Abstract

Application TikTok Alone Moment This is most applications popular especially among people young people. See matter the Of course business people want it start his business start open luck for offer the product in the application tiktok. Application This of course can help in marketing and becoming Wrong One the right strategy by businessman If want to develop his business. On research This researcher wants to do A study with objective for see utilization application TikTok as a digital marketing medium strategy sale product. Study This is study qualitative with AISAS analysis where researchers choose 3 features on tiktok that can utilized in strategy sale that is long duration video content, live streaming as well as tiktokshop. Results from study This find that in strategy increase sale the businessman 's product must be intelligent inside utilise situation like consistent in make video content, then active in activity live streaming as well as utilise tiktokshop for promote the products you want sold. With so increase in sales the product will too can achieved.

Full text

Utilization Application TikTok as Media Internal Digital Marketing Strategy Sale
Product
Erwin1)*, Ismail Ludin 2), Hamka 3), Resti Ramadhaniyati 4), Muhammad Samsul Hairi
Napis 5)
1) STIE Ciputra Makassar, Indonesia
2) Universitas Widyatama, Indonesia
3) Universitas Lambung Mangkurat, Indonesia
4) Universitas Pendidikan Indonesia, Indonesia
5) Universitas Negeri Yogyakarta, Indonesia
*erwinparega@gmail.com
ABSTRACT
Application TikTok Alone Moment This is most applications popular especially among people young
people. See matter the Of course business people want it start his business start open luck for
offer the product in the application tiktok. Application This of course can help in marketing and
becoming Wrong One the right strategy by businessman If want to develop his business. On
research This researcher wants to do A study with objective for see utilization application
TikTok as a digital marketing medium strategy sale product. Study This is study qualitative with
AISAS analysis where researchers choose 3 features on tiktok that can utilized in strategy sale
that is long duration video content, live streaming as well as tiktokshop. Results from study This
find that in strategy increase sale the businessman 's product must be intelligent inside utilise
situation like consistent in make video content, then active in activity live streaming as well as
utilise tiktokshop for promote the products you want sold. With so increase in sales the product
will too can achieved.
Keywords : TikTok, digital marketing, application
INTRODUCTION
Current technological developments have changed the scope in the world of marketing.
Marketing that was previously done traditionally can now be integrated into the digital world.
Utilization process sophistication technology This often called with Digital Marketing.
Marketing can be done on various digital platforms by creating interactions between the product
maker (seller) and the buyer. In this way, it will be able to create a permanent target market and
become interactive and integrated (Naimah et al., 2020). According to Pratama and Darma
(Bagaskara & Anasrulloh, 2023)Technology which is currently developing rapidly must be
utilized as best as possible by business people who want to develop their business to an even
higher level. Proper use of technology can help improve business performance, shorten long
time usage and even save costs. However, in its implementation, a mature strategy is needed by
the management team so that the planned targets can be achieved. With so all the right you want
businessman achieved will find superiority in competitive sales.
Interesting attention buyer in business that offers A product Of course No as easy as you
think. Many aspects are necessary become attention to buyers want to buy products offered by
si seller. One of them is with use promotion. According to Tjibtono (Kristia & Harti, 2021)
Journal of Technology Global
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Promotion interpreted as communication used by the seller to si buyer with objective for expand
information available invite customers to be interested to products provided, Before do possible
promotions alluring buyer A mature strategy is also needed Design the promotion you want
planned in accordance with development technology moment This Where can done via social
media (Angraini & Muhammad, 2023; Muhammad & Juandi, 2023; Samosir et al., 2023;
Triansyah et al., 2023; Widodo et al., 2023).
Marketing strategy Alone is one matter important that is necessary thought by
entrepreneurs in compile plan for speed up solution problem marketing and making strategic
decisions. Each management function will provide a certain contribution to strategy
development at different levels (Muhammad et al., 2022; Soraya et al., 2023). Marketing has
the greatest impact on the external environment, therefore marketing has an important role in
strategy development (Biasa et al., 2021). In today's technological era, marketing strategies can
be done online. Online marketing strategy is a use of the development of internet technology
such as online media as a platform that helps in marketing. In utilizing online media as a
marketing venue, of course you need to innovate the products you want to market, set prices,
and establish good relationships with buyers in order to attract their attention to buy products
offered through online applications (Oktavianna et al., 2018 (Oktavianna et al., 2018).
The use of online media itself can be one solution in conducting online marketing.
Online media is one of the new innovations in simplifying the world of marketing, where
marketing using online media will rely on a computer work system, namely the internet and is
usually called a platform (Achmad et al., 2020). Online-based digital media itself can be
targeted by business actors. This is because you will be able to reach wider marketing, not
personally, as is done in traditional ways. Apart from that, using online media will save costs
because several platforms such as social media are cheap and easy to use (Pasaribu, 2020).
Therefore, business actors need to consider choosing the right media to promote their products
so that the planned messages and strategies can run well and smoothly (Angraini et al., 2023;
Awaliah et al., 2023; Dwi et al., 2023; Laila et al., 2023; Muhammad, Marchy, et al., 2023;
Muhammad & Angraini, 2023; Mustari & Muhammad, 2023; Utami et al., 2022).
Currently, social media is the most popular used is tiktok. TikTok Alone is A
applications that can used by its users for make Photo as well as music videos duration short
for shared Good for self Alone or can look in a way general. TikTok Alone recorded as most
applications downloaded ie as many as 45.6 million times where amount the defeat application
other like Youtube, WhatsApp, Facebook, etc Instagram (Dewanta, 2020). TikTok myself too
own feature Live Streaming is possible for promote product nor business (Novalia et al., 2021).
TikTok platform will be very useful in increase sales, especially for businessman beginners and
not yet own outlate or physical store can utilise deep social networking look for consumer.
Naturally still with a necessary strategy designed as good as perhaps by business people so they
can alluring candidate buyer to the product you want offered (Azhari & Ardiansah, 2022). With
thereby can said that application TikTok can used in operate business for advertise product to
buyers order them interested for do purchase (Choirudin et al., 2023; Muhammad, Angraini, et
al., 2023; Muhammad, Darmayanti, et al., 2023).
A number of factors can determine level virality from content created as marketing
product for alluring buyer. Based on results observation phenomena found on social media
TikTok moment This is very popular with many circles’ teenager besides as remover tired
finished work, can also give entertainment moment fill in time boring leisure. See matter the
Of course can become opportunity businessman for enter promote make the product attractive
interest moderate buyer use application tiktok. In line with matter the (Yang et al., 2019)
according to If a businessman succeed enter in promote the product via the TikTok platform so
will get profit on each purchases that occur so that You can also run a business develop more

Utilization Application TikTok As Media Internal Digital Marketing Strategy Sale Product
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94
big again. Refers to some explanation above researcher interested for do study with objective
for know How businessman can utilise TikTok as an online platform in sales strategy product.
RESEARCH METHODS
This research is study qualitative with objective see utilization application TikTok as a
digital marketing medium promote product. In this research it will be used method Grounded
Theory, that is constructive method knowledge based on observed phenomenon for developed
become ideas that have been arranged become A topic reading relevant (Budiasih, 2014).
Analysis used is AISAS (Attention, Interest, Search and Share) analysis. The AISAS (Attention,
Interest, Search, and Share) model is adjustment with change behavior consumers on
communications follow development technology with the discovery of the internet, and then
utilized as a deep model do a marketing strategy
RESULTS AND DISCUSSION
Analysis carried out using the AISAS Model (Attention, Interest, Search, and Share)
with hook features on the TikTok platform as A promotion in marketing the product you want
marketed for bring consumers / buyers to increase results sale (Kadiasti & Mukaromah, 2022).
Election application TikTok Alone based on height level user this application in Indonesia, with
thereby researcher conclude that there is great opportunity If promote products on this platform.
Furthermore as an internal strategy enhancement sale researcher find a number of feature from
TikTok can reach matter the during businessman can take advantage of it well then guard
consistency in do promotion for increase sales. In this case researchers examine 3 features
TikTok that can be used by business people as an internal marketing strategy marketing the
product that is long video content, Live Streaming, and Tiktokshop.
Actively Upload Length Video Content
video content is powerful is one the earliest feature introduced by tiktok since first
appeared. This feature can used by users for upload videos with objective certain (Hasiholan et
al., 2020). Own video content usually 15 seconds to 1 minute long. Utilization this feature
automatically routine can promote your product offer and opportunity for interesting interest
consumers will too can visible. Try in One day upload One fruit video content order algorithm
to what is normal You do can read by tiktok as something consistency.
A number of video content is a must made as interesting Possible in accordance with a
target consumer who wants it reachable, so that the video content is uploaded can go viral and
be watched by many people. The characteristics of viral content are: own short time for get
amount view or like the current video uploaded. Should try for content about Packaged QnA for
make consumer curious to your product offer, like If product You form food so try give
description about How taste and ingredients What just use it in the manufacturing process.
Apart from that no There is you too see How the current video trend popular on tiktok and get
implement it as marketing video content product you. With so in the future You will can make
available video content interesting interest consumer for buy your product offer.
Duration of Video Content for Attention
Interesting video uploads will generate attention. By No direct conceptualized video

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95
uploading with aims and objectives certain will often seen as A advertising that promotes the
product. Election concept and content from the video itself need thought in a way mature so
that it gets the attention it wants is displayed can interesting algorithm tiktoks so can is displayed
to more Lots user others. Promotion use Video features are also available reach more Lots
customer when the video is uploaded the FYP or Can is said to be viral, because with so will
many people saw product offered and interested for buy so that sales also followed experience
increase.
Long Video Content to Increase Interest
The word interest itself is closely related to "interest". Interest in a person can arise when
he feels curious about something. for this reason, as a smart entrepreneur in running his
business, entrepreneurs must be good at reading how to attract consumers. Utilizing long videos
is also one answer to increasing consumer interest in the products offered. It is also a good idea
to highlight the benefits, advantages and disadvantages of the product in a video so that it can
increase consumer interest by seeing their experience in an honest review. Comments given by
consumers will influence other consumers in this marketing process, so try to get positive
comments by uploading videos as best as possible.
Long Video Content for Search
Other features inside TikTok is a search medium or frequently We know with search
terms. this feature can used by users TikTok for Search for the desired video. As businessman
You can utilise feature This with create a caption that works makes it easier consumer You
Search for related videos with your promotion do. Make quality long video content will increase
interest consumer to products offered. When consumers has interested in the product You
furthermore He will give review positive that can be fishing other consumers for can interested
too. After That will the more Lots consumer do search to products You Because curious nor
interested for buy it too.
Long Video Content To Share
Apart from providing TikTok search feature also provides available share feature help
You in marketing product. this feature used for Disseminate your marketing videos upload it to
reach more markets wide so that more many people can see it. for can use feature This should
You can interesting consumer you and give good experience to product You so that si consumer
share experience to others and accounts You become more Lots visited consequence curious
will your product offer.
Routine Doing Live Streaming
Live streaming is features it has TikTok for makes it easier businessman in promote the
product. this feature provide communication media in a way direct between user TikTok one
and the other. The purpose of live streaming itself is for explains the details of products offered
in a way direct through existing online media provided (Anisa et al., 2022). In this process seller
can offer the product to si buyers and makes two- way communication that will be a good
strategy in communication marketing, because second party can communicate in a way direct
like moment meeting at the shop however This done virtually.

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Internal host selection doing live streaming is also necessary noticed. Should take your
pick someone who has knowledge about your product develop. With like that when There is
consumers who ask about products offered He can answer with good and convincing si
consumer for do purchase. Other skills that are mandatory owned by the live streaming host is
ability communication and sociable disposition So when live takes place No will be boring or
boring.
Live Streaming for Getting Attention
Using live streaming as one tool in increase attention from consumer to products offered
will give rise to Interested too buyer. When live, the host is in charge answer must can maintain
an interesting live situation so that many people watch No down. In addition, the host
capabilities are in guide the course of live streaming becomes factor important for use this
feature. Deep host capabilities answer question consumers are too a strategy used in increase
attention for candidates consumer.
Live Streaming for Increase Interest
for entrepreneurs, live streaming is also possible used in increase interest candidate
consumer before buy products offered. 2- way communication has become characteristic typical
in utilization where is this live streaming feature ? audience or consumer can ask directly on
live chat ( live comments ) about medium product explained to the live host. In responding
question from candidate consumer how It's good to host as well convincing consumer the with
possible answer give rise to interest candidate consumer for buy products offered. Deep host
capabilities describe product is very necessary in this live streaming to improve interest
candidate consumer.
Live Streaming for Answering Search
Consumer released for do search will A the product he is interested in. In the AISAS
model itself candidate consumer will directly find out information more carry on about medium
product offered on live streaming so can become recommendation for himself Alone in choose
the product you want purchased based on information that has been obtained. This activity was
also carried out for makes it easier candidate consumer look for suitable product with himself,
taking advantage 2 way communication will be very helpful discuss A product that will give
freedom for businessman give also clear information so that the marketing process via live
streaming can walk with more effective.
Live Streaming as Media Share
When live streaming takes place the live host must can turn on atmosphere for the
audience still is at in current broadcast taking place. Comment feature in live streaming you can
used for existing consumers buy products offered in share his experience. With comment the
will help host live for raise level interest candidate other consumers because can read comment
that. Comment the Of course will be a possible stimulus convincing candidate consumer other
to medium product offered, where beginning candidate consumer maybe doubt it will products
offered However become Certain consequence has find proof form confession from consumer
others. The use of live streaming as a sharing medium is also becoming more popular a

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communication strategy marketing, so the host can read experience consumers and convince
candidate consumer other for increase interest candidate consumer.
Utilizing Tiktokshop Features as a Marketing Strategy
next feature that business people can use take advantage from application TikTok is
with activate tiktokshop. Tiktokshop Alone is New innovation released by TikTok as
breakthrough in social media. This feature can become opportunity business for Who only those
who want to focus selling online. At this tiktok shop researcher will can do live streaming as
receptacle for focus the products you want for sale (Sari et al., 2022). Hence the role application
tiktokshop will be very helpful for si owner business in build his business. With convenience
the consumer No need bother sucks to spare time for go to shop and can save cost normal
transportation used If shopping at the market or mall.
Tiktokshop in Increasing Interest
Like thing in the comments during live streaming, there is also a TikTok shop feature
for consumer for give review. Review will given when si consumer has accept goods results
shopping from products that have been offered before. Reviews provided by consumers will be
very influential as validation sale in measure is products sold has been good or not. If consumer
satisfied to purchased products from shop You so He will write review positive that can be
interesting interest candidate consumer other for buy the same product too. However if
consumer write negative or lacking comments satisfied to the product he purchased of course
it will too effect on no interested other consumers towards product that. That's what business
people are for need inspect as good as Possible before product sent to consumers has in good
condition.
Tiktokshop as a search medium
Apart from features possible reviews increase interest candidate consumers, tiktokshop
also has feature search or deep search help businessman promote the product. This feature is
one of them the method provided by tiktok to seller for explain things related the product to
consumer like description product about net, price, note or content in product that. This will
become factor important in make it easier candidate consumer find your product offer.
Information that has been provided can influence candidate consumer in decide for buy product
or not.
Tiktokshop as Media Share
Tiktokshop Lots very feature others who can used in makes it easier consumer do
purchasing, one of them is basket yellow. Cart feature yellow in TiktokShop is helpful seller to
be able to link product in a video. With help the will makes it easier consumer for look for
suitable product his needs. After getting desired product consumer or buyer can do review in
accordance with experience shopping that he experienced and can pouring experience it's on a
review that will be become reject measuring consumer other in determined shopping or not.
This assessment is also descriptive How influence consumer One with others, so to speak
This stage is the most important if consumer give positive thing Of course He will share
experience the to those closest to you for try the same product as himself too. Evaluation others

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can do it too become consideration consumer in buy product that is based on number sales that
have been is on the product you. The more tall number sale Of course will the more interest is
high candidate consumer Because has believes that product this is guaranteed see many
consumers do purchasing and sharing about medium product offered.
CONCLUSION
From data obtained by researchers get it through relevant information so can said If
utilization TikTok as digital marketing media in sales strategy product can done If utilise
features on TikTok that can support sale product such as ; Routine in upload a video of, where
matter This will help activity promotion through account You so that increase number of views,
likes and followers. Furthermore active in live streaming activities, if felt use of long videos
not enough interesting consumer try do live streaming with offer product You in a way directly
to the buyer via online media. This method is very effective because there will be two-way
communication between the seller and the buyer. Apart from that, in live streaming, take
advantage of the yellow basket feature which will link your product to TikTokshop so that
potential consumers have no difficulty finding the product they want. With utilise features the
optimally and consistently believed can make increase in sales products offered.
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