IKLAN DIGITAL MELALUI KONTEN MEDIA SOSIAL: ANALISIS IKLAN BRAND ZAAFER INDONESIA PADA AKUN TIKTOK @ZAAFERINDONESIA
Abstrak
Tergesernya model bisnis dari pemasaran konvensional ke pemasaran digital membuat Zaafer Indonesia memanfaatkan platform TikTok sebagai media periklanan digital dalam aktivitas pemasaran produk. Penelitian ini menguraikan tentang penggunaan iklan digital melalui konten media sosial yang bertujuan untuk menganalisis implementasi model AIDA pada brand Zaafer Indonesia di media sosial TikTok dengan menggunakan jenis penelitian deskriptif kualitatif. Sumber data berupa tangkapan layar dari video dalam konten media sosial TikTok pada akun @zaaferindonesia yang diambil secara purposive. Data yang didapatkan dianalisis menggunakan model AIDA. Hasil dari penelitian ini menunjukkan bahwa implementasi model AIDA pada brand Zaafer Indonesia di TikTok dalam konten @zaaferindonesia mampu membangun kesadaran, ketertarikan, keinginan, dan tindakan konsumen sebagai wujud efektifitas periklanan digital dalam pemasaran produk.
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Sokolova, Karina & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
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Syukur, Mustafa & Salsabila, S. (2022). Influencer Impact: Solusi Produsen dalam Mempromosikan Produk. Istiqro: Jurnal Hukum Islam, Ekonomi Dan Bisnis, 8(2), 129–140.
Tjiptono, F. (2008). Strategi Pemasaran (III). CV. Andi Offset.
Urbach, Nils & Ahlemann, F. (2018). The Digital Revolution: How Technological Trends Change the Business World. Springer Series in Supply Chain Management (SSSCM), 1–13.
Widyastuti, S. (2017). Manajemen Komunikasi Pemasaran Terpadu. FEB-UP Press.
Wyrwoll, C. (2014). User-Generated Content. Springer Fachmedien Wiesbaden, 11–45.
Azhary, D. (2020). Zaafer Indonesia !! Dikira Cuma Modal Jual Tampang, Marketing Brand Fashion ini, Mematikan. Kasisolusi. https://www.youtube.com/watch?v=8vturBRxpn8&t=428s
Berger, C. R., Roloff, M. E., & Roskos-Ewoldsen, D. R. (2014). Handbook Ilmu Komunikasi. Penerbit Nusa Media.
Dewi Surya Wuisan dan Tessa Hendra. (2023). Maximizing Online Marketing Strategy with Digital Marketing. Startupreneur Business Digital (SABDA), 2(1).
Dyatmika, P. (2024). Effectiveness of Marketing Communications in Building Brand Image and Customer Loyalty. Paradigma: Journal of Sociology Research and Education, 5(1), 1–10.
Everett M, R. (2003). Diffusion of Innovations Fifth Edition. The Free Press.
Geetha Manoharan dan Santosh Narayanan M. (2021). A Research Study to Investigate the Feasibility of Digital Marketing Strategies in Advertising. PalArch’s Journal of Archaeology of Egypt / Egyptology, 18(9).
Hanninen, Nora & Karjaluoto, H. (2017). The Effect of Marketing Communication on Business Relationship Loyalty. Marketing Intelligence & Planning, 35(4), 458–472.
Hwang, Kumju & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173.
Jackson, Graham & Ahuja, V. (2016). Dawn of the Digital Age and the Evolution of the Marketing Mix. Jounal of Direct, Data and Digital Marketing Practice, 17(3), 170–186.
Juju D dan Feri Sulianta. (2013). Branding Promotion with Social Metwork. Elex Media Computindo.
Kasali, R. (2007). Manajemen Periklanan: Konsep dan Aplikasinya di Indonesia. PT. Pustaka Utama Grafiti.
Keller and Kotler. (2012). Manajemen Pemasaran (12th ed.). Erlangga.
Kennedy, J. E. dan R. D. S. (2006). Marketing Communication Taktik dan Strategi. PT. Buana Ilmu Populer.
Kleindl, B.A. & Burrow, J. . (2005). E-Commerce Marketing. South Western.
Kriyantono, R. (2021). Practical Techniques for Quantitative and Qualitative Communication Research. Kencana.
Mayrhofer, Mira., Matthes, Jorg., Einwiller, Sabine., & Nadere, B. (2020). User Generated Content Presenting Brands on Social Media Increases Young Adults’ Purchase Intention. International Journal Of Advertising, 39(1), 166–186.
Morissan. (2010). Periklanan: Komunikasi Pemasaran Terpadu. Kencana.
N Agrawal, S Najafi-Asadolahi, S. S. (2020). Optimization of Operational Decisions in Digital Advertising: A Literature Review dalam Saibal Ray dan Shuya Yin, Channel Strategies and Marketing Mix in a Connected World. Springer Series in Supply Chain Management (SSSCM), 99–146.
Nasrullah, R. (2016). Media Sosial: Perspektif Komunikasi, Budaya, dan Sosioteknologi (IV). Simbiosa Rekatama Media.
Pratama, M. B. (2023). Pengaruh Media Sosial Marketing TikTok @zaaferindonesia tehadap Minat Beli Konsumen pada Produk Zaafer Indonesia [Universitas Pasundan]. http://repository.unpas.ac.id/66620/
Rahmat Aidil Djubair dan Winnie Wong Poh Ming. (2022). Relationship of AIDA Model towards Data Analytics Capabilities, Marketing Strategies and Digital Marketing Performance on Small and Medium Enterprises (SMEs). International Journal of Social Science and Education Research Studies, 2(10).
Reinikainen, Hanna., Munnukka, Juha., Maity, Devdeep., & Luoma-aho, V. (2020). You Really Are a Great Big Sister’–Parasocial Relationships, Credibility, and the Moderating Role of Audience Comments in Influencer Marketing. Journal of Marketing Management, 36(3–4), 279–298.
Roma, Paolo & Aloini, D. (2019). How Does Brand-Related User-Generated Content Differ Across Social Media? Evidence Reloaded. Journal of Business Research, 96(1), 322–339.
Sanjaya, R. dan J. T. (2009). Creative Digital Marketing. PT. Elex Media Komputindo.
Santos, M. L. B. d. (2022). The “So-Called” UGC: An Updated Definition Of User-Generated Content In The Age Of Social Media. Online Information Review, 46(1), 95–113.
Setyaningrum, A. dan J. U. (2015). Prinsip-prinsip Plus Tren Terkini. CV. Andi. Offset.
Sharabati, A.-A.A., Ali, A.A.A., Allahham, M.I., Hussein, A.A., Alheet, A.F., & Mohammad, A. . (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(19), 8667.
Shimp, T. A. (1997). Advertising, promotion, and supplemental aspects of integrated marketing communications (Fourth edi). Fort Worth: The Dryden Press.
Sokolova, Karina & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
Sugiyono. (2013). Memahami Penelitian Kualitatif (III). Alfabeta.
Syukur, Mustafa & Salsabila, S. (2022). Influencer Impact: Solusi Produsen dalam Mempromosikan Produk. Istiqro: Jurnal Hukum Islam, Ekonomi Dan Bisnis, 8(2), 129–140.
Tjiptono, F. (2008). Strategi Pemasaran (III). CV. Andi Offset.
Urbach, Nils & Ahlemann, F. (2018). The Digital Revolution: How Technological Trends Change the Business World. Springer Series in Supply Chain Management (SSSCM), 1–13.
Widyastuti, S. (2017). Manajemen Komunikasi Pemasaran Terpadu. FEB-UP Press.
Wyrwoll, C. (2014). User-Generated Content. Springer Fachmedien Wiesbaden, 11–45.
Diterbitkan
2026-04-30
##submission.howToCite##
Rosniar, R., Satriani, D. P., Syam, S., & Wahyudi, R. (2026). IKLAN DIGITAL MELALUI KONTEN MEDIA SOSIAL: ANALISIS IKLAN BRAND ZAAFER INDONESIA PADA AKUN TIKTOK @ZAAFERINDONESIA. RETORIKA : Jurnal Kajian Komunikasi Dan Penyiaran Islam, 8(1), 108-123. https://doi.org/10.47435/retorika.v8i1.4591
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