The Role of Digital Marketing in Culinary Business Dynamics on Tiktok @Jihannnpp Account

Fanny Intan Oktaviany; Silma Senliana; Aghnia Dian Lestari

doi:10.55927/ijar.v3i7.10299

Authors

Fanny Intan Oktaviany Program Studi Ilmu Komunikasi Universitas Swadaya Gunung Jati
Silma Senliana Program Studi Ilmu Komunikasi Universitas Swadaya Gunung Jati
Aghnia Dian Lestari Program Studi Ilmu Komunikasi Universitas Swadaya Gunung Jati

DOI:

https://doi.org/10.55927/ijar.v3i7.10299

Keywords:

Cirebon Culinary, For Your Page, Tiktok, Digital Marketing, Food Vlogger

Abstract

The Tiktok application is widely used by people to create and do business in Indonesia. The TikTok account @jihannnpp actively provides information about culinary places and food snacks in Cirebon. The purpose of this study is to find out the digital marketing techniques used by @jihannnpp Tiktok accounts. This study uses a qualitative method using data collection techniques. The data collection techniques used by the researcher are observation, interviews and documentation. The results of the research obtained through the Tiktok account @jihannnpp utilize digital marketing methods, namely digital marketing techniques, namely advertising techniques, hashtag techniques, promotion techniques, review techniques and distinctive characteristics. The results of advertising techniques to provide information, hashtag techniques to provide information, promotional techniques to introduce products and persuade followers and non-followers, review techniques to give reviews or assessments of the purchase consideration of a product, and characteristics on Tiktok accounts @jihannnpp to brand their character with the characteristic word "camatmam"

Downloads

Download data is not yet available.

References

Aghnia Dian Lestari, Jurnal Signal. Vol 7 No.2, July-Desember 2019 ‘’Pemanfaatan QR Code Sebagai Media Promosi Dan Informasi’’ Universitas Swadaya Gunung Jati Cirebon. Ilmu Komunikas-FISIP.

Ardrini et al., 2020 “Pengaruh Food Vlogger Sebagai Social Media Influencer Terhadap Minat Beli Produk Makanan Di Kalangan Followers Gen Z Akun TikTok @javafoodie”

Bulele, Yohana Noni, And Tony Wibowo. 2020. ‘ANALISIS FENOMENA SOSIAL MEDIA DAN KAUM MILENIAL: STUDI KASUS TIKTOK’. Conference On Business, Social Science And Innovation Technology Vol 1(No 1):565–72.

Chaffey, D. 2015. Digital Business And E-Commerce.

Coviello, Nicole, Roger Milley, And Barbara Marcolin. 2001. ‘Understanding IT-Enabled Interactivity In Contemporary Marketing’. Sage Journal. Doi: Https://Doi.Org/10.1002/Dir.1020.

Dewa, Chriswardana Bayu, And Lina Ayu Safitri. 2021. ‘Pemanfaatan Media Sosial Tiktok Sebagai Media Promosi Industri Kuliner Di Yogyakarta Pada Masa Pandemi Covid-19 (Studi Kasus Akun Tiktok

Javafoodie)’. Khasanah Ilmu - Jurnal Pariwisata Dan Budaya 12(1):65–71. Doi: 10.31294/Khi.V12i1.10132.

Van Djik Nasrullah 2015 "Pemanfaatakan Media Sosial Untuk Efektivitas Komuikasi"

Fajarianto, Otto, Aghnia Dian Lestari, Dedet Erawati, Ilmu Komunikasi, Universitas Swadaya, And Gunung Jati. 2021. ‘Pemanfaatan Qr Code Sebagai Media Promosi Dan’. 9(1).

Farki, Ahmad, And Imam Baihaqi. 2016. ‘PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP KEPERCAYAAN DAN MINAT PEMBELIAN PADA ONLINE MARKETPLACE DI INDONESIA’. Journal Teknik ITS Vol.5 No 2. Doi: 10.12962/J23373539.V5i2.19671.

Felix, Antonius, Dimas Okta Briyanti, Felix Melvin Young, Ivan Livaro, And William Wijaya. 2023. ‘Strategi Identitas Digital: Analisis Personal Branding Di Platform Tiktok’. JDMR Jurnal Digital Media & Relationship 5(2):92–100.

Firmansyah Bratadiredja, Mohammad. 2023. ‘Pemanfaatan Tiktok Sebagai Digital Marketing Dalam Promosi Kuliner Bagi Pelaku Umkm’. Jurnal Komunikasi Dan Media 7(2):144–55.

Indrawati, Komang Ayu Pradnya Et Al. 2017. ‘Efektivitas Iklan Melalui Media Sosial Facebook Dan Instagram Sebagai Salah Satu Strategi Pemasaran Di Krisna Oleh-Oleh Khas Bali’. Jurnal Analisis Pariwisata 17(2):78–81.

Komalasari, Annisa Fitriani. 2023. ‘"Meraih Keunggulan Bidang Ilmu Sosial Dan Politik ANALISIS TEKNIK DIGITAL MARKETING DALAM APLIKASI TIKTOK “Studi Kasus Akun @Cicichania96”V’. Prosiding Konferensi Nasional Sosial Politik (KONASPOL) 1:411–19.

Kotler & Keller Co. Management Vol 1 No.2 , Juni 2019. "Pengaruh Strategi Promosi Terhadap Peningkatan Penjual di CV. Jaya Perkasa Motor Rancaekek Kabupaten Bandung

Martowinangun, Kasino, Devita Juniati Sri Lestari, And Karyadi Karyadi. 2019. ‘Pengaruh Strategi Promosi Terhadap Peningkatan Penjualan Di Cv. Jaya Perkasa Motor Rancaekek Kabupaten Bandung’. Jurnal Co Management 2(1):139–52. Doi: 10.32670/Comanagement.V2i1.162.

OKTAVIA, YASMIN. 2019. ‘PENGARUH HASHTAG ENGAGEMENT #PEOPLEWEAROEMAHETNIK DI MEDIA SOSIAL INSTAGRAM TERHADAP BRAND IMAGE UKM OEMAH ETNIK’. Universitas Airlangga.

Priatama, Ryan, Ilham Hilal Ramadhan, Az- Zuhaida, Awanis Akalili, And Febriansyah Kulau. 2021. ‘ANALISIS TEKNIK DIGITAL MARKETING PADA APLIKASI TIKTOK (Studi Kasus Akun Tiktok

@Jogjafoodhunterofficial)’. SOCIA: Jurnal Ilmu-Ilmu Sosial 18(1):49–60. Doi: 10.21831/Socia.V18i1.40467.

Puspitarini, Dinda Sekar, And Reni Nuraeni. 2019. ‘Pemanfaatan Media Sosial Sebagai Media Promosi’. Jurnal Common 3(1):71–80. Doi: 10.34010/Common.V3i1.1950.

Saveria, Rachael Abigail, And Erwin Panigoro. 2016. Analisis Digital Marketing Dalam Strategi Integrated Marketing Communication Kampanye Politik (Studi Kasus Komunitas Teman Ahok). Depok.

Setyaningrum, N., H. Waluyo, And A. Wijayanto. 2016. ‘Pengaruh Kualitas Produk, Citra Merek Dan Promosi Penjualan Dalam Pengambilan Keputusan Pembelian Produk Mie Sedaap’. Jurnal Ilmu Administrasi Bisnis 3(1):197–204.

Stathopoulou, Anastasia. 2017. ‘Consumer Branded #Hashtag Engagement: Can Creativity In TV Advertising Influence Hashtag Engagement?’ Psychology & Marketing. Doi: Https://Doi.Org/10.1002/Mar.20999.

Tabroni, Tabroni, And Mamay Komarudin. 2021. ‘Strategi Promosi Produk Melalui Digital Marketing Bagi Umkm Terdampak Pandemi Covid’19 Berdasarkan Keputusan Konsumen’. Jurnal Riset Entrepreneurship 4(1):49. Doi: 10.30587/Jre.V4i1.2217.

Togi et al, Vol 5 No.2 Desember 2023. "Strategi Identitas Digital Analisis Personal Branding di Platform Tiktok"

Tsang A.S dan Pandergast, Vol 5 No.2 (2016). "Pengaruh Online Customer Review dan Rating Terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia"

Zuchdi, Darmiyati. 1993. Panduan Penelitian Analisis Konten. Edited By D. Zuchdi, Sudaryanto, And Wuradji. Yogyakarta: Lembaga Penelitian IKIP Yogyakarta.