Leveraging TikTok for Lead Generation: Digital Communication Strategies to Convert Views into Sales


DOI: https://doi.org/10.30998/g.v4i1.2839

Iqbal Hussain Alamyar(1*), Alief Budiyono(2),

(1) Universitas Islam Negeri Prof. KH. Saifuddin Zuhri
(2) Universitas Islam Negeri Prof. KH. Saifuddin Zuhri
(*) Corresponding Author

Abstract


Penelitian ini menjelajahi potensi TikTok, platform media sosial yang berkembang pesat, sebagai alat untuk generasi lead. Dengan menggunakan desain penelitian kualitatif, penelitian ini bertujuan untuk mengidentifikasi strategi komunikasi digital yang efektif yang dapat mengubah tayangan menjadi penjualan di TikTok. Data primer dikumpulkan melalui wawancara mendalam dengan profesional pemasaran digital yang berpengalaman dalam menggunakan TikTok sebagai platform pemasaran. Data sekunder dikumpulkan melalui tinjauan literatur yang ada tentang strategi pemasaran digital di TikTok. Data yang terkumpul dianalisis menggunakan metode analisis data kualitatif yang bernama analisis tematik. Temuan menunjukkan bahwa TikTok memiliki potensi signifikan untuk generasi lead dan beberapa strategi komunikasi digital sangat efektif di platform ini. Temuan ini dapat berharga bagi pemasar dan bisnis yang ingin memanfaatkan TikTok untuk meningkatkan penjualan. Penelitian ini diakhiri dengan rekomendasi untuk penelitian masa depan untuk lebih mengeksplorasi area yang menjanjikan ini dalam pemasaran digital.

Keywords


TikTok; Lead Generation; Digital Communication Strategies; Sales Conversion; Qualitative Research

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DOI: https://doi.org/10.30998/g.v4i1.2839

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