ANALISIS STRATEGI MARKETING COMMUNICATION MELALUI PLATFORM TIKTOK (STUDI AKUN TIKTOK @YAYA_SHOP71)

This study aims to analyze the marketing communication strategies implemented by the TikTok account @yaya_shop71, owned by PT Yaya Berkah Group, in promoting woven bags made from recycled plastic materials. TikTok was chosen as the primary marketing platform due to its ability to engage a broad audience interactively and effectively. This research adopts a qualitative descriptive approach with data collected through interviews, observations, and documentation involving the business owner, marketing team, account followers, and the general public. The analysis is framed using the 11P marketing mix theory: product, price, place, promotion, people, process, physical evidence, public relations, power, partnership, and positioning. The findings indicate that the integrated use of video content, live streaming, direct consumer interaction, and adaptation to content trends on TikTok significantly enhances audience engagement and product sales. This study contributes to the discourse on digital marketing communication and serves as a practical reference for businesses aiming to optimize social media as a promotional tool.