Efektivitas Digital Content Marketing Tiktok dalam Meningkatkan Minat Beli MS.Glow (Studi Kasus pada Distributor dan Reseller MS.Glow di Kota Medan)

Abstract

This researcher has a background related to the phenomenon of digital content Tiktok whose use is growing rapidly, this is used as a promotional medium by businessmen. Through video and music shows displayed on the Tiktok application as a promotional medium which is considered effective because it has the features provided by the Tiktok application. This study aims to find out what factors influence the use of Tiktok digital content as a promotional media in increasing buying interest and how Tiktok digital content as a promotional media for M.S Glow in increasing buying interest in Medan City. The form of research used is qualitative with a descriptive approach. Population and data collection are business actors who use Tiktok digital content in promoting MS.Glow products in Medan City and Tiktok users as an interest in buying MS.Glow products in Medan City, Data collection techniques through interviews, observations, and documentation to business actors who promote MS.Glow via Tiktok. The results of the research conducted indicate that business actors utilize digital content on the Tiktok application as a promotional media which is considered effective because Tiktok has many users, is easy to use, is popular among young children, is often used by celebrities and has a Tiktok shop feature which is obtained to optimize content distribution.