Year: 2026
Type: article
Abstract: BEORGANIK’S TIKTOK SOCIAL MEDIA MARKETING STRATEGY IN ENHANCING BRAND AWARENESS The increasingly competitive digital environment requires micro, small, and medium enterprises (MSMEs) to implement effective marketing strategies to enhance brand awareness. One of the main challenges faced by MSMEs lies not in product quality but in limited brand recognition among digital audiences. This study aims to analyze the Social Media Marketing (SMM) strategies implemented by Beorganik through the TikTok platform to enhance brand awareness as a healthy food brand based on natural ingredients. This research employed a qualitative approach using data collection techniques including direct observation, active participation of the researcher during an internship program, interviews with field supervisors and internal company representatives, and relevant literature review. The analysis focused on the application of four key elements of Social Media Marketing, namely content creation, content sharing, connecting, and community building. The findings indicate that Beorganik successfully increased brand awareness through consistent, creative, and trend-aligned short-form video content that emphasizes edutainment and healthy lifestyle values. Interactive engagement with audiences also contributed to higher content reach and engagement through TikTok’s algorithm-driven recommendation system. However, several challenges were identified, including limited human resources for content production, rapid changes in TikTok algorithms, and difficulties in comprehensively measuring brand awareness outcomes. In conclusion, the study demonstrates that consistent, audience-oriented, and adaptive Social Media Marketing strategies are effective in strengthening Beorganik’s digital visibility and brand image on TikTok and may serve as a strategic reference for other MSMEs in optimizing digital marketing through social media platforms.
Source: Jurnal Manajemen Pendidikan
Authors: Thiflatul Lathifa, Alfi Rahmawati
Institution: IPB University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7130849643