Implementasi Media Buying Tiktok Ads dan Meta Ads dalam Mendukung Customer Journey 5A pada TsukiDookey

Abstract

Persaingan bisnis di era digital mendorong UMKM memanfaatkan media buying untuk meningkatkan visibilitas merek. Proyek ini bertujuan menjabarkan implementasi media buying melalui TikTok Ads dan Meta Ads dalam mendukung Customer Journey Model 5A pada TsukiDookey. Proyek dilaksanakan menggunakan pendekatan Design Thinking melalui tahapan inspiration, ideation, dan implementation, dengan kampanye yang disusun berdasarkan lima tahapan Customer Journey Model 5A dan diimplementasikan melalui sepuluh materi iklan. Tahap aware, appeal, dan act mencapai target Key Performance Indicator (KPI), sedangkan TikTok Ads menunjukkan performa lebih baik dalam mendorong kunjungan profil dan klik tautan, sementara Meta Ads menghasilkan jangkauan, engagement, dan inquiry yang lebih tinggi. Secara keseluruhan, implementasi media buying melalui TikTok Ads dan Meta Ads mampu mendukung Customer Journey Model 5A pada TsukiDookey.

Growing competition in the digital era encourages MSMEs to utilize media buying to increase brand visibility. This project aims to describe the implementation of media buying through TikTok Ads and Meta Ads in supporting the Customer Journey Model 5A at TsukiDookey. The project adopted the Design Thinking approach consisting of the inspiration, ideation, and implementation stages, with campaigns developed based on the five stages of the Customer Journey Model 5A and implemented through ten advertising creatives. The aware, appeal, and act stages achieved the predetermined KPIs, while TikTok Ads performed better in driving profile visits and link clicks, whereas Meta Ads generated higher reach, engagement, and inquiries. Overall, the implementation of media buying through TikTok Ads and Meta Ads supported the Customer Journey Model 5A at TsukiDookey.