PEMANFAATAN APLIKASI TIKTOK SEBAGAI MEDIA PROMOSI PRODUK KECANTIKAN WARDAH

Abstract

The purpose of this study was to determine the benefits of tiktok media as a communication
channel and promotion media for beauty products. This study uses AIDAS theory which is
used to help plan an advertisement as a whole, and the formula can be applied to a hardselling advertisement. The data of this study were obtained from informants using purposive
sampling. Data collection techniques were carried out by interviewing 6 informants,
participant observation and documentation.Based on the formulation of the problem
contained in this study, the results of the study indicate that the use of the Tiktok application
as a media for promoting wardah beauty products through Tiktok social media significantly
increases sales turnover, especially during the current covid-19 pandemic. From the
research that has been done, Tiktok media is one of the media that is close to millennials so
that it can influence consumers to buy a beauty product from Wardah Kosmetik so that it can
make an effect on increasing sales in various products, especially Wardah beauty products at
the Bengkulu city outlet.

Keywords: Tiktok Application, Promotional Media, Beauty Products, Wardah