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Hanan Wedding Planner's Marketing Communication Strategy for Increasing Sales in the Covid-19 Pandemic Era on the Tiktok App

Year: 2022

Type: article

Abstract: 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.

Source: Jurnal Ekonomi

Authors: Kurniadi, Wandi, Lotte, Luckhy Natalia Anastasye, Cakranegara, Pandu Adi, Sampe, Ferdinandus, Yusuf, Muhammad

Institutions: Sekolah Tinggi Ilmu Administrasi Bagasasi, Universitas Papua, President University, Universitas Atma Jaya Makassar, Sekolah Tinggi Ilmu Administrasi Bandung

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Business and International Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7218152012

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