STRATEGI VIRAL DI TikTok: PANDUAN PEMASARAN MELALUI MEDIA SOSIAL UNTUK BISNIS
DOI:
https://doi.org/10.36982/jiegmk.v13i1.1742Abstrak
TikTok merupakan salah satu media sosial yang layak dipertimbangkan untuk diimplementasikan sebagai alat untuk pemasaran. Di Indonesia spesifiknya, sudah ada lebih dari 22 juta pengguna TikTok. Untuk membantu meningkatkan efektivitas pemasaran melalui TikTok, perlu ada studi empiris tentang faktor-faktor yang memengaruhi interaksi konten pada TikTok. Penelitian ini bertujuan untuk menganalisis pengaruh kompleksitas visual dan tipe konten terhadap interaksi konten (jumlah suka, komentar, dan bagikan) pada TikTok. Total data sebanyak 647 unggahan dikumpulkan dari 7 akun bisnis yang memasarkan produknya pada TikTok untuk konsumen di Indonesia. Pengumpulan data menggunakan metode analisis konten yang dikomputasi menggunakan regresi binomial negatif pada SPSS. Hasil analisis membuktikan bahwa kompleksitas visual tinggi berpengaruh negatif terhadap jumlah bagikan. Variabel Respon ke Komentar berpengaruh positif terhadap jumlah suka; variabel Produk, Respon ke Komentar, dan Review berpengaruh positif terhadap jumlah komentar; variabel Produk dan Review berpengaruh positif terhadap jumlah bagikan. Temuan riset juga menunjukkan bahwa variabel Respon ke Komentar dan Humor berpengaruh negatif terhadap jumlah bagikan. Penelitian ini dapat memperkaya literatur pemasaran media sosial sekaligus menjadi acuan bagi bisnis untuk membuat konten mereka viral di TikTok yang pada akhirnya dapat meningkatkan kinerja bisnis.
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