Analysis of the Strategy for Using the TikTok Application as a Promotional Media in Increasing Consumers’ Purchase Intention (Beauty and Care Products)

DOI

10.2991/978-94-6463-640-6_28How to use a DOI?

Keywords

Strategy; Promotion; Tiktok Application; and Consumer Purchase Intention

Abstract

TikTok application is growing very rapidly, making people think that this application is very useful for entertainment and promotional media in increasing consumer buying interest today. Right online promotion strategy implementation is very important to attract consumer interest through TikTok. This study aims to assess the effectiveness of TikTok advertising as an online promotional strategy for Bening's Clinic Batam, as well as analyze the characteristics of the content displayed on TikTok account @beningsclinicbatam. This research use descriptive qualitative methods with library research to produce an analysis in the form of a systematic, factual, and accurate description of the properties, facts, and relationships between the phenomena studied. The results showed that advertising through TikTok is an effective online promotion strategy for Bening's Clinic Batam. TikTok application usage strategy is able to increase consumer purchase intention in Beauty and Care Products, as evidenced by a very significant increase in the number of users and buyers in TikTok application from 2022 to 2024. Meanwhile, the promotional strategy run by the @beningsclinicbatam TikTok account is in line with the AIDA model, successfully attracting attention and increasing audience engagement, as evidenced by the increasing number of followers on the account, and incorporating these eight elements into advertising content can engage TikTok users, boost sales of care products, and increase followers of the @beningsclinicbatam account. TikTok is seen as a highly interactive and informative social media platform, making it an effective tool for online promotional strategies aimed at a wide audience aligned with specific marketing objectives.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Riki Riki
AU  - Amron Amron
AU  - Yohan Wismantoro
PY  - 2024
DA  - 2024/12/31
TI  - Analysis of the Strategy for Using the TikTok Application as a Promotional Media in Increasing Consumers’ Purchase Intention (Beauty and Care Products)
BT  - Proceedings of the  Sixth International Conference on Applied Economics and Social Science (ICAESS 2024)
PB  - Atlantis Press
SP  - 388
EP  - 404
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-640-6_28
DO  - 10.2991/978-94-6463-640-6_28
ID  - Riki2024
ER  -