CD Skripsi

Strategi Komunikasi Idcloudhost Dalam Pemasaran Berbasis Key Opinion Leaders (Kol) Endorsment Pada Media Sosial Tiktok

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IDCloudHost, as a cloud server service provider, utilizes KOL (Key Opinion Leader) endorsements to achieve its product marketing objectives. The collaboration between IDCloudHost and KOLs results in content known as product endorsement posts. This communication strategy is implemented to further reach the target market that IDCloudHost aims to capture. The purpose of this study is to analyze IDCloudHost’s communication strategy in product marketing based on KOL endorsements on the TikTok social media platform.
This research employs a qualitative method with a descriptive approach. The study involved six informants, consisting of a Marketing Supervisor, a KOL Specialist, Key Opinion Leaders, and IDCloudHost customers. Informants were selected using a purposive sampling technique, and data were collected through interviews, observation, and documentation. Data analysis techniques included data collection, data reduction, data presentation, and conclusion drawing. The validity of the data was tested through prolonged engagement and triangulation.
The findings of this study indicate that the VisCAP model helps analyze the selection of KOLs as communicators in IDCloudHost's marketing strategy. The creation of promotional messages is not solely determined by IDCloudHost; KOLs as endorsers are also given the freedom to explore content in alignment with their persona. The endorsement video content uploaded on TikTok incorporates several elements such as key messages, captions, hashtags, and CTA links, which are used to reach a wider audience. Feedback in the form of comments, likes, shares, and saves— features available on TikTok—serves as an evaluation tool for both endorsement content and KOL performance. The communication strategy implemented effectively reaches the target audience, ensuring that all information is well conveyed through KOL endorsements, thereby influencing product marketing.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001114373

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001114373

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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