Tiebymin's Marketing Communication Strategy in Promoting Muslim Fashion on TikTok
DOI:
https://doi.org/10.33830/communicatio.v1i2.13186Keywords:
Strategi Komunikasi Pemasaran, TikTok, Fesyen MuslimAbstract
The rapid development of digital technology and social media has transformed the structure of marketing communication, including in the fashion industry. In recent years, the Muslim fashion and style industry in Indonesia has experienced rapid growth on digital platforms. TikTok is one of the digital platforms that currently plays a role in the success of digital marketing for Muslim fashion. Tiebymin is one of the many Muslim fashion brands that have successfully utilized TikTok as a digital marketing platform. This study aims to present the marketing communication strategies implemented by Tiebymin through the TikTok platform, using Philip Kotler's marketing concepts, particularly focusing on market segmentation, targeting, product positioning, and marketing mix strategies. The research method used is descriptive qualitative research, employing content analysis techniques to comprehensively explain and discuss the content of the collected information. The results of this study show that Tiebymin's marketing communication strategy on the TikTok platform involves creating video content related to Muslim women, teenage life, inspirational content, and trending topics that are currently viral. This is done with the aim of reaching the right audience.
References
Anggito, A., & Setiawan, J. (2018). Metodologi penelitian kualitatif. CV Jejak Publisher.
Arianto. (2021). KOMUNIKASI PEMASARAN: Konsep dan Aplikasi di Era Digital. Airlangga University Press.
Dewi, K. (2023). Analisis Konten Strategi Komunikasi Pemasaran di Era Digital pada Aplikasi TikTok Studi Kasus Akun TikTok @zaaferindonesia. Jurnal Penelitian Inovatif, 3(2), 507–514. https://doi.org/10.54082/jupin.189
Eriyanto. (2022). Metode Penelitian Komunikasi (4th ed.). Universitas Terbuka.
Febriyantoro, M. T., & Arisandi, D. (2018). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil Dan Menengah Pada Era Masyarakat Ekonomi Asean. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 1(2), 61–76. https://doi.org/10.26533/jmd.v1i2.175
GoodStats. (2024). Sekali Akses TikTok, Mayoritas Gen Z Habiskan Lebih Dari 1 Jam. Data.Goodstats.Id. https://data.goodstats.id/statistic/sekali-akses-tiktok-mayoritas-gen-z-habiskan-lebih-dari-1-jam-ka1eC (Diakses pada 20 Mei 2025)
Hakim, L. A., & Rusadi, E. Y. (2022). Kritik Globalisasi: Fenomena Fast Fesyen Sebagai Budaya Konsumerisme Pada Kalangan Pemuda Kota Surabaya. AL MA’ARIEF : Jurnal Pendidikan Sosial Dan Budaya, 4(2), 59–67. https://doi.org/10.35905/almaarief.v4i2.2768
Hapsari, R., Ayuni, R. fitri, & Hussein, A. sabil. (2023). Komunikasi Pemasaran Untuk Usaha Kecil Dan Menengah. UB Press.
Hennink, M., Hutter, I., & Bailey, A. (2019). Qualitative research methods (2nd ed.). SAGE Publications Ltd.
Juliana, Djakasaputra, A., Pramezwary, A., & Hutahaean, J. (2020). Marketing Strategi In Digital Era. PT. Nasya Expanding Management.
Kemendag RI. (2023). Perdagangan Digital (E-commerce) Indonesia Periode 2023. Satudata.Kemendag.Go.Id.
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024a). Principles of marketing (Nineteenth edition, global edition). Pearson.
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024b). Principles of marketing (Nineteenth edition, global edition). Pearson.
Krisdanu, A. C., & Sumantri, A. K. (2023). TikTok sebagai Media Pemasaran Digital di Indonesia. JURNAL LENSA MUTIARA KOMUNIKASI, 7(2), 24–36. https://doi.org/10.51544/jlmk.v7i2.4173
Lestarina, E., Karimah, H., Febrianti, N., Ranny, R., & Herlina, D. (2017). Perilaku Konsumtif di Kalangan Remaja. JRTI (Jurnal Riset Tindakan Indonesia), 2(2). http://dx.doi.org/10.29210/3003210000
Sa’adah, A. N., Rosma, A., & Aulia, D. (2022). Persepsi Generasi Z Terhadap Fitur Tiktok Shop Pada Aplikasi TikTok. Transekonomika: Akuntansi, Bisnis Dan Keuangan, 2(5), 131–140. https://doi.org/10.55047/transekonomika.v2i5.176
Salsabila, A., & Misidawati, D. N. (2024). Pemanfaatan TikTok Live Sebagai Sarana Strategi Pemasaran Dalam Meningkatkan Penjualan Pada UMKM Galaxy Picture. Jurnal Ekonomi dan Bisnis, 3(1). https://e-journal.uingusdur.ac.id/sahmiyya/article/view/7477
Sari, D. N. (2018). Pengaruh Trend Fesyen Terhadap Keputusan Pembelian. Universitas Brawijaya. Jurnal Administrasi Bisnis.
Setiawan, W. (2017). Era Digital dan Tantangannya. Universitas Muhammadiyah Sukabumi.
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (2nd ed.). ALFABETA, CV.
Sugiyono. (2022). Metode Penelitian Kualitatif. ALFABETA, CV.
Suryana, A. (2022). KOMUNIKASI PEMASARAN (5th ed.). Universitas Terbuka.
Susanto, G., Evelyn, R., Leo, D., & Felicio, H. (2023). Pemanfaatan Algoritma Tiktok Dan Instagram Untuk Meningkatkan Merek Awareness. Jurnal Ilmiah Wahana Pendidikan, vol 9. https://doi.org/10.5281/zenodo.10115513
Susilowati. (2023). Komunikasi Pemasaran Terintegrasi. UB Press.
Syafrial, S., & Firdaus, F. (2022). Peran Media Sosial Terhadap Persepsi Dan Minat Beli Konsumen Pada Produk Kosmetik Halal Di Kota Jambi. Jurnal Manajemen Terapan dan Keuangan, 11(04), 970–980. https://doi.org/10.22437/jmk.v11i04.21166
Wakidah, A. (2022, Oktober). Prospek Bisnis Fesyen Muslim di Era E-commerce Hingga Tahun 2025. Nbrscorp.Co.Id. https://nbrscorp.co.id/news/prospek-bisnis-fesyen-muslim-di-era-e-commerce-hingga-tahun-2025 (Diakses pada 11 Mei 2025)
Yurieff, K. (2018, November 21). TikTok is the latest social network sensation. CNN Business. https://edition.cnn.com/2018/11/21/tech/tiktok-app/index.html (Diakses pada 7 Mei 2025)
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Rahma Fauziah, Amelia Yeza Pradhipta
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
