skip to main content

STRATEGI KOMUNIKASI PESAN KREATIF RECIPROCITY PRINCIPLE DALAM PROMOSI PRODUK DI MEDIA SOSIAL TIKTOK

*Reni Mustikasari  -  Program Magister Ilmu Komunikasi, Universitas Islam Bandung, Indonesia
Ani Yuningsih  -  Program Magister Ilmu Komunikasi, Universitas Islam Bandung, Indonesia
Udung Noor Rosyad  -  Program Magister Ilmu Komunikasi, Universitas Islam Bandung, Indonesia
Open Access Copyright 2023 Interaksi: Jurnal Ilmu Komunikasi under https://creativecommons.org/licenses/by-sa/4.0/.

Citation Format:
Abstract
TikTok is one of the most widely used social media in Indonesia, especially the younger generation. This media is used as a place to channel the creativity of its users. Recently, TikTok has also been used for business activities, one of which is promotion. The subjects in this study are businesses that are managed by individuals using digital media as a means of promoting their products. The promotion carried out by Bouquet by Namalia is a creative communication strategy through the use of the principle of reciprocity, in which creativity and reciprocity are used as the basis for creating promotional content. The purpose of this study is to describe how the process of managing reciprocal creative communication strategies carried out by Bouquet by Namalia as an individual business is managed through the use of digital media to develop its business. This study uses qualitative methods with data collection techniques including in-depth interviews, literature study and observation. The result of this research is the creation of a creative communication strategy management process model with the principle of reciprocity in promotion on TikTok social media.
Fulltext View|Download
Keywords: Communication Strategy, Creative Media, Digital Marketing, Reciprocity Principle, Social Media Promotion

Article Metrics:

  1. Amriel, E. E. Y., & Ariescy, R. R. (2021). Analisa Engagement Rate di Instagram : Fenomena Like dan Komentar. Media Manajemen Jasa, Vol.9 No.2
  2. Cialdini, R. . (1984). Influence: The psychology of persuasion. William Morrow dan Co
  3. Daulay, B. (2020). Sejarah tentang media kreatif. Jurnal Ilmiah: Profilm, 106–130
  4. Effendy, O. U. (2011). Ilmu Komunikasi: Teori dan Prakteknya. Remaja Rosdakarya
  5. Friedman, H. H., & Rahman, A. (2011). Gifts-Upon-Entry and Appreciatory Comments: Reciprocity Effects in Retailing. International Journal of Marketing Studies, 3(3), 161–164. https://doi.org/10.5539/ijms.v3n3p161
  6. Harahap, N. (2020). Penelitian Kualitatif. Medan:Wal ashri Publishing
  7. Hootsuite and We Are Social. (2022). Indonesian Digital Report 2022
  8. Morissan. (2017). Metode Penelitian Survei. Kencana
  9. Nur, N., Nik, S., & Shamsudin, M. F. (2020). The Power of Reciprocity Theory in Marketing. Journal of Postgraduate Current Business Research, 5(1)
  10. Nurjannah, A. V. (2022). Reprositas Penjual Pembeli pada Aplikasi TikTok. 10(2)
  11. Rosyad, U. N. (2011). Pengaruh Komunikasi Pemasaran terhadap Perluasan Pangsa Pasar. Mimbar, XXVII(2), 213–224
  12. Rumondang, A., Sudirman, A., Sitorus, S., Kusuma, A. H. P., Manuhutu, M., Sudarso, A., Simarmata, J., Hasdiana, D., Tasnim, T., & Arif, N. F. (2020). Pemasaran Digital dan Perilaku Konsumen. Yayasan Kita Menulis
  13. Satriya, C. Y. (2019). Perspektif komunikasi kreatif di era digital oleh stakeholder ilmu komunikasi udinus. 18(2), 169–180
  14. Sugiyama, K., & Andree, T. (2011). The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency. McGraw Hill Professional

Last update:

No citation recorded.

Last update: 2024-11-13 20:41:28

No citation recorded.