Analisis Konten TikTok sebagai Alat Komunikasi Pemasaran: Studi Kasus Akun TikTok @fugolcoffeeroasters

Abstract

The coffee industry, particularly the coffee shop business in Indonesia, is currently experiencing significant growth. This phenomenon has encouraged businesses to engage in marketing communications utilizing all available communication media, such as the TikTok account @fugolcoffeeroasters, which utilizes TikTok content as a marketing communication tool. This study aims to analyze the role of TikTok content as a digital marketing communication tool, using a case study of the @fugolcoffeeroasters TikTok account. Using a descriptive qualitative research method and a content analysis approach, along with the AIDA (Awareness, Interest, Desire) marketing communication model, data sources were collected through TikTok content on the @fugolcoffeeroasters account, which served as primary data, and secondary data obtained through interviews with informants who had purchased Fugol products after viewing the TikTok content. Fugol Coffee Roasters is a brand operating in the coffee industry, primarily producing coffee beans and coffee-based beverages. The results of this study indicate that TikTok content has been successfully utilized as a marketing communication tool and encourages audiences to purchase products after watching the TikTok content on the @fugolcoffeeroasters account.