Interaksi Simbolik dalam Perencanaan Komunikasi Pemasaran: Studi Kasus Kyne di Tiktok
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Abstract
With the increasing use of social media, many business people are now using it as a marketing communication platform. This is because social media can create business success as well as build customer loyalty. One of the products that actively conduct marketing communications on TikTok social media is Kyne's product. The research objective was to determine the role of symbolic interactions in marketing communication planning: a case study of Kyne on Tiktok social media. This research uses symbolic interaction theory and marketing communication. The research methodology uses a qualitative approach and a case study method. Collecting research data in the form of in-depth interviews. The data validity technique confirmed the theoretical interview data. The results show that symbolic interactions play an important role in marketing communication planning, which includes six stages consisting of determining business objectives, strategic determination, tactical determination, implementation of activities, monitoring of implementation, and overall evaluation. At this stage, there is an interaction that contains symbols such as identifying target targets, various scents, brand awareness, gift jewelry, aromatherapy lovers and a relaxed mind.
Meningkatnya penggunaan media sosial, telah mendorong pebisnis memanfaatkannya sebagai platform komunikasi pemasaran. Hal ini dikarenakan media sosial dapat menciptakan kesuksesan bisnis sekaligus untuk membangun loyalitas pelanggan. Salah satu pebisnis yang aktif melakukan komunikasi pemasaran di media sosial, dalam hal ini TikTok, adalah pemilik brand Kyne. Tujuan penelitian untuk mengetahui peran interaksi simbolik dalam perencanaan komunikasi pemasaran melalui studi kasus Kyne di media sosial Tiktok. Penelitian ini menggunakan teori interaksi simbolik dan komunikasi pemasaran. Metodologi penelitian menggunakan pendekatan kualitatif dan metode studi kasus. Pengumpulan data penelitian berupa wawancara mendalam. Teknik keabsahan data melakukan konfirmasi data wawancara dengan teoritis. Hasil penelitian menunjukkan bahwa interaksi simbolik berperan penting di dalam perencanaan komunikasi pemasaran, yang mencakup enam tahapan rancangan: penentuan tujuan bisnis, penentuan strategis, penentuan taktis, implementasi kegiatan, monitoring pelaksanaan, dan evaluasi keseluruhan. Pada tahapan tersebut, terjadi interaksi yang mengandung simbol-simbol seperti mengidentifikasikan target sasaran, aroma yang beraneka ragam, brand awareness, mistery gift jewelryi, pecinta aromaterapi, dan pikiran yang relaks.
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This work is licensed under a Prologia Creative Commons Attribution-ShareAlike 4.0 International License.References
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