HANAN WEDDING PLANNER'S MARKETING COMMUNICATION STRATEGY FOR INCREASING SALES IN THE COVID-19 PANDEMIC ERA ON THE TIKTOK APP
Keywords:
Marketing Communication Strategy, TikTok, Wedding PlannerAbstract
Many marriages have been made difficult by the phenomenon of prohibiting large-scale gatherings in order to halt the spread of Covid-19. To survive and grow, wedding planners must change their marketing communication strategy. The goal of this study is to look into Hanan's TikTok marketing communication strategy for increasing sales during the Covid-19 pandemic. To obtain concrete information, this study used descriptive qualitative data collection techniques such as interviews, documentation, and literature studies involving key informants and expert informants. Hanan's marketing communication strategy for increasing sales, according to the study's findings, is carried out using TikTok as the primary media in marketing communications in the pandemic era, with three types of content: education, entertainment, and promotion, all packaged in a creative message with an informational and emotional approach. Using TikTok's prime time is an attempt to select the most popular videos.
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