Strategi Komunikasi Pemasaran Digital Marketing Melalui Media TikTok Untuk Promosi Event “PRSU49” di Kota Medan

Abstract

This study aims to understand the digital marketing communication strategy through TikTok media for the PRSU-49 event in Medan City. The study employs a descriptive qualitative research method, with data obtained through in-depth interviews with several event organizers and visitors of PRSU-49. The theoretical framework used to analyse the data includes the positivism paradigm, new media concepts, marketing communication strategies, digital marketing, as well as theories on segmenting, targeting, positioning, and search engine marketing. The findings reveal that the digital marketing strategy implemented by the PRSU-49 organizers involved creating video and photo content on TikTok, specifically targeting Millennials and Generation Z, who are digital natives, to disseminate information about PRSU-49. This digital marketing strategy was deemed effective, as it successfully reached the predetermined target market. Additionally, the digital content produced was able to provide comprehensive and easily understood information, contributing to audience attendance at the PRSU-49 event.