ANALISIS PENGGUNAAN BAHASA INDONESIA DALAM IKLAN PRODUK KOSMETIK DI TIKTOK TERHADAP DAYA TARIK KONSUMEN
DOI:
https://doi.org/10.69714/k8my3g26Keywords:
communication, marketing, description, promotionAbstract
The purpose of this study is to evaluate how the use of Indonesian language in cosmetic advertisements on the TikTok application affects customer attraction. Indonesian, as the official language used by most Indonesians, is very important for building successful relationships between sellers and buyers, especially in digital marketing. The method of data collection is to thoroughly look at user ratings and comments on cosmetic product promotional videos on TikTok. The number of likes or comments, as well as the language patterns used in the content and user responses, especially those using Indonesian, are recorded to obtain data. To get a better picture, several additional criteria are also examined, such as the number of views and engagement rate. The results of the study indicate that using formal, clear, and innovative Indonesian in product descriptions, reviews, and promotions can increase customer trust and comfort and have a positive impact on their level of interaction. These results strengthen the theory of marketing communication and consumer perception, which states that marketing content with the right language can increase consumer loyalty and strengthen brand image. In addition, this study provides deeper insight into language-based marketing tactics in e-commerce, especially on TikTok, and offers suggestions on how to optimize local communication to support business success.
References
Amrullah, A., “Pengantar dalam Kehidupan Sosial dan Bisnis,” Penerbit Nusantara: Jurnal Ekonomi, Bisnis, dan Sosial, vol. 2, no. 4, pp 136-145, 2021.
Prastowo, D., Nugroho, A., & Suryani, T. “Pengaruh Penggunaan Bahasa Indonesia dalam Pemasaran Digital terhadap Kepercayaan Konsume,” Jurnal Manajemen dan Pemasaran, vol. 12, no. 2, pp 45–56, 2020.
Setiawan, R., “Strategi Bahasa dalam Komunikasi Pemasaran Digital,” Jurnal Pustaka Abadi, 2019
Fricilia., “Planning the Reading Corner Program in Cikeusi Village District,” Jurnal Ijace, vol. 5, no. 2, 2023.
Rizqiani, N., L., Sadali, A., Abadi, M., T. “Strategi Pemasaran UMKM di Era Digital: Studi Kasus Penggunaan TikTok Shop oleh Sylviea Collection,” Jurnal Sahmiyya, vol. 3, no. 1, pp 23-30, 2024.
Yusuf, F., Rahman, H., Rahmi, S., Lismayani, A. “Pemanfaatan Media Sosial Sebagai Sarana Komunikasi, Informasi, dan Dokumentasi: Pendidikan di Manajemen Taklim Annur Sejahtera”. Jurnal Hasil-Hasil Pengabdian dan Pemberdayaan Masyarakat, vol. 2, no. 1, pp 1-8, 2023.
Shiratina, A., R Indika, D., Komariyah, I., Kania, D., Solihin, E., H. “Pemasaran Online Melalui Penerapan Iklan Secara Digital”. Jurnal Sain Manajemen, vol. 2, no. 1, pp 15-23, 2020.
Salim, H. S, Goh Thomas, Margery, E. "Pengaruh Komunikasi Pemasaran dan Produk Terhadap keputusan Pembelian di PT Furnilux Indonesia". Jurnal Bisnis Kolega, vol. 8, no. 1, pp 9-21, 2022.
Kristyowati, Yuli. (2021). Generasi “Z” dan Strategi Melayaninya. Jurnal Teologi dan Pendidikan Kristiani, vol. 2, no. 1, pp 23-24, 2021.
Santoso, E. D., & Larasati, N. “Benarkah Iklan Online Efektif untuk Digunakan dalam Promosi Perusahaan?” Jurnal Ilmiah Bisnis dan Ekonomi Asia, vol. 13, no. 1, pp 28-36, 2019.
Satria, R., Imam, D., C. “Pengaruh Motivasi dan Disiplin Kerja terhadap Kinerja Karyawan Pada PT Bahtera Adi Jaya Periode 2018—2022”. Jurnal Ekonomi, Keuanga & Bisnis Syariah, vol. 6, no. 7, pp 5490-5500, 2024.
