Rancangan Media sosial Marketing Tiktok dalam Meningkatkan Brand awareness Nabawi Scent Menuju Tingkatan Top of Mind

Abstract

Dengan mudahnya akses internet, belanja online menjadi pilihan utama bagi banyak orang. Selain itu, peningkatan pengguna media sosial akan berpotensi besar terhadap sarana promosi yaitu media sosial marketing. Salah satu media sosial marketing populer adalah Tiktok. Nabawi Scent perlu meningkatkan brand awareness sehingga berpotensi dikenal banyak orang dan memperkuat persaingan. Tujuan penelitian ini adalah untuk mengidentifikasi aktivitas media sosial Nabawi Scent melalui Tiktok, menganalisis tingkat brand awareness Nabawi Scent dan merumuskan rancangan strategi meningkatkan brand awareness Nabawi Scent mencapai Top of Mind. Metode pengolahan data yang digunakan uji coba kuesioner, analisis aktivitas media sosial marketing, brand anatomy, brand awareness, PAR BAR, dan Bauran Pemasaran 4C. Hasil dari penelitian ini adalah tingkat brand awareness Nabawi Scent tergolong rendah dan skor PAR BAR mendeketi 0. Strategi yang dapat dilakukan Nabawi Scent adalah melibatkan konsumen dalam pengembangan produk, melakukan survei harga pesaing, membangun membership, membuka akun pada seluruh media sosial dan ecommerce, dan melakukan interaksi berupa pembuatan konten.

With the proliferation of internet access, online shopping has become the main choice for many consumers. Additionally, the increasing number of active social media users presents great potential for social media marketing as a promotional tool. One of the popular platforms for social media marketing is TikTok. Nabawi Scent needs to increase brand awareness so that it has the potential to be known to many people and strengthen competition. This research aims to identify Nabawi Scent's social media activities on TikTok, analyze the current level of brand awareness, and formulate a strategy to increase Nabawi Scent's brand awareness to the Top of Mind position. The data processing methods used in this research include questionnaire testing, analysis of social media marketing activities, brand anatomy, brand awareness evaluation, PAR (Purchase Action Ratio) and BAR (Brand Advocacy Ratio) analysis, as well as 4C Marketing Mix analysis. The findings of this research indicate that the level of brand awareness of Nabawi Scent is relatively low due to the high percentage of brand unawareness, as evidenced by the PAR BAR score which is close to zero.