PEMANFAATAN MEDIA SOSIAL TIKTOK SEBAGAI MEDIA PROMOSI BARU BIGBANG FESTIVAL OLEH EXPO INDONESIA PASCA PANDEMI

Abstract

The use of marketing communication concepts is necessary to achieve the best results because marketing communication strategies are very important for organizational goals. Marketing Mix (4P) is one of the marketing communication strategy concepts that can be used. There are several tools available through the concept which help in implementing a marketing communication strategy. There are four Marketing Mix tools, namely product, price, place, and promotion. All activities in this era are supported by the presence of technology, and this presence also influences the development of media, which leads to the diversification of forms known as new media, and digital communication tools with the internet known as social media. Currently, the use of social media has expanded, especially in the media industry because it is seen as being able to reach a wider, more effective and efficient audience. Therefore, the use of marketing communication strategies and the use of social media to support success cannot be separated. One of the social media that has the most users in the world is the social media TikTok. This application has a unique algorithm for reaching audiences, and a variety of interesting content that is educational, varied and interesting which makes this platform suitable as a promotional medium. In managing TikTok as a media promotion, a marketing communication strategy is needed in designing content, and in activities utilizing TikTok. This research uses a descriptive approach by collecting data through in-depth interviews, observation, and supporting documents on the BigBang Festival 2022 research object. The research uses the Marketing Mix (4P) marketing communication concept. The results of the study show that PT Expo Indonesia Jaya implemented a marketing communication strategy through the implementation of Marketing Mix in utilizing TikTok to promote the 2022 BigBang Festival event.