CD Skripsi

Strategi Pemasaran Konten Tradisi Budaya Pacu Jalur Pada Akun Tiktok @Paparazikuansing

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The TikTok account @paparazikuansing is an account that utilizes TikTok as a promotional medium for the pacu jalur cultural tradition owned by the Kuantan Singingi community. Although the content published by the @paparazikuansing account is not promoting an item, product, or service but promoting a cultural tradition, it is still a promotional activity that aims to sell the value of cultural traditions to be better known to the wider community. Since 2023 it has used TikTok social media as a platform for content marketing. This research will reveal how the content marketing strategy in the pacu jalur cultural tradition on the TikTok account @paparazikuansing.
The objectives of the research are: (1) explore the TikTok @paparazikuansing account in setting goals, mapping target markets, and initiating and planning content ideas on the pacu jalur cultural tradition, (2) analyze the TikTok @paparazikuansing account in creating, distributing, and amplifying content on the pacu jalur cultural tradition, (3) analyze the TikTok @paparazikuansing account in evaluating and improving content on the pacu jalur cultural tradition. The method used in this research is descriptive qualitative method. Data collection was carried out by in-depth unstructured interviews, observation, and documentation. The informants in this study amounted to seven people, data analysis techniques, namely data reduction and data presentation, data validity checking techniques were carried out.
The results of this study found that the content marketing strategy of the pacu jalur cultural tradition on the @paparazikuansing TikTok account is divided into 8 stages in accordance with what was conveyed by Kotler (2017: 125). The 8 stages are goal setting, audience mapping, idea and content planning, content creation, content distribution, content reinforcement, content evaluation, and content improvement. There are no significant obstacles in carrying out this content marketing strategy. The @paparazikuansing TikTok account needs to continue to do research and adjustments regarding the dynamic TikTok algorithm changes.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001125096

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001125096

Tipe Isi

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Tipe Media

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Tipe Pembawa

-

Edisi

-

Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

PENULIS TIDAK MELAMPIRKAN FILE LAMPIRAN

Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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