Analysis of the Strategy for Using the TikTok Application as a Promotional Media in Increasing Consumers’ Purchase Intention (Beauty and Care Products)

Riki Riki (), Amron Amron () and Yohan Wismantoro ()
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Riki Riki: Universitas Dian Nuswantoro
Amron Amron: Universitas Dian Nuswantoro
Yohan Wismantoro: Universitas Dian Nuswantoro

A chapter in Proceedings of the Sixth International Conference on Applied Economics and Social Science (ICAESS 2024), 2025, pp 388-404 from Springer

Abstract: Abstract TikTok application is growing very rapidly, making people think that this application is very useful for entertainment and promotional media in increasing consumer buying interest today. Right online promotion strategy implementation is very important to attract consumer interest through TikTok. This study aims to assess the effectiveness of TikTok advertising as an online promotional strategy for Bening's Clinic Batam, as well as analyze the characteristics of the content displayed on TikTok account @beningsclinicbatam. This research use descriptive qualitative methods with library research to produce an analysis in the form of a systematic, factual, and accurate description of the properties, facts, and relationships between the phenomena studied. The results showed that advertising through TikTok is an effective online promotion strategy for Bening's Clinic Batam. TikTok application usage strategy is able to increase consumer purchase intention in Beauty and Care Products, as evidenced by a very significant increase in the number of users and buyers in TikTok application from 2022 to 2024. Meanwhile, the promotional strategy run by the @beningsclinicbatam TikTok account is in line with the AIDA model, successfully attracting attention and increasing audience engagement, as evidenced by the increasing number of followers on the account, and incorporating these eight elements into advertising content can engage TikTok users, boost sales of care products, and increase followers of the @beningsclinicbatam account. TikTok is seen as a highly interactive and informative social media platform, making it an effective tool for online promotional strategies aimed at a wide audience aligned with specific marketing objectives.

Keywords: Strategy; Promotion; Tiktok Application; and Consumer Purchase Intention (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-640-6_28

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