Pemanfaatan Tiktok sebagai Media Pemasaran Brand Fashion Arkline untuk Menarik Konsumen Gen Z

Erwin Permana; Najma Nury; Sabrina Oktavia; Risya Zahrotul Firdaus

doi:10.61132/anggaran.v3i2.1472

Authors

Erwin Permana Universitas Pancasila
Najma Nury Politeknik Negeri Jakarta
Sabrina Oktavia Politeknik Negeri Jakarta
Risya Zahrotul Firdaus Politeknik Negeri Jakarta

DOI:

https://doi.org/10.61132/anggaran.v3i2.1472

Keywords:

Arkline, Fashion Brand, Gen Z, TikTok

Abstract

Local fashion brands in Indonesia are gaining popularity due to their affordable prices and competitive quality compared to imported products. One successful example is Arkline, a local fashion brand that effectively uses digital marketing, particularly TikTok, to reach its target market. This study aims to analyze Arkline’s sales growth strategy using a qualitative descriptive approach. Data were collected through digital observations and official online sources. The findings reveal that TikTok is a highly effective platform for engaging Generation Z, who prefer visual, interactive, and authentic content. Arkline’s strategy includes creating trend-based videos, using TikTok Live for real-time interactions, and collaborating with influencers who have large followings. These methods help increase brand awareness, strengthen customer engagement, and drive purchasing decisions. Additionally, the TikTok Shop feature enables seamless in-app transactions, which boosts conversion rates. Overall, TikTok serves as a powerful tool for Arkline to build stronger relationships with consumers, expand its market reach, and stay competitive in the fashion industry. With the right digital marketing strategy and adaptability to current trends, local brands like Arkline can fully leverage TikTok’s potential as an effective platform in today’s digital era.

Downloads

Download data is not yet available.

References

digital: Inovasi untuk maksimalkan penjualan produk konsumen di era digital.

Ardyan, E., Boari, Y., & Akhmad, D. (2023). Metode penelitian kualitatif dan kuantitatif: Pendekatan metode kualitatif dan kuantitatif di berbagai bidang (Efitra, Ed.). PT. Sonpedia Publishing Indonesia.

Armiani, F., Akmalia, P., Mahardika, R., & Permana, E. (2023). Strategi pemasaran digital produk Scarlett Whitening dalam meningkatkan penjualan. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(3). https://doi.org/10.47467/elmal.v5i3.4225

Arum, L. S., Zahrani, A., & Duha, N. A. (2023). Karakteristik Generasi Z dan kesiapannya dalam menghadapi bonus demografi 2030. Accounting Student Research Journal, 2(1).

Dea, N., Fauztina, D., Diana, K. D., & Permana, E. (2023). Analisis strategi pemasaran produk Erigo. Innovative: Journal of Social Science Research, 3(2).

Dewi Akbar, & Widarto Rachbini, E. P. (2020). Consumer trust in companies that employ people with disabilities in the handicraft industry center for disability in Sewon, Bantul, Yogyakarta in 2019. International Journal of Managerial Studies and Research (IJMSR), 8(2), 43–52. https://doi.org/10.20431/2349-0349.0802005

Erwin, E., Tinggi, S., Ekonomi, I., Makassar, C., & Judijanto, L. (2024). Social media marketing trends. https://www.researchgate.net/publication/383399632

Handayani, S. P., & Permana, E. (2022). Strategi pemasaran merchandise Korea di kalangan Generasi Z. Jurnal Ekonomi: Journal of Economic, 13(1).

Husna, A. H., & Mairita, D. (n.d.). Gen Z dan perilaku konsumsi konten influencer pada TikTok.

IDN Times. (n.d.). Indonesia Gen Z Report 2024: Understanding and uncovering the behavior, challenges, and opportunities.

Indriyani, S., & Permana, E. P. (2022). Penggunaan media sosial dalam pengembangan pemasaran dan strategi promosi pada usaha menengah di Kota Pangkalpinang. Jurnal Ilmu Komputer dan Bisnis, 13(2). https://doi.org/10.47927/jikb.v13i2.336

Kurniawan, M. R., Erawati, D., & Setiawan, H. (n.d.). Digitalisasi: Strategi komunikasi KPU dalam meningkatkan partisipasi Gen Z pada Pemilu 2024.

Magelo, M., Sinaga, T., & Permana, E. (2023). Analisis pemanfaatan Shopee PayLater sebagai alat pinjaman online di era pasca pandemi Covid-19. Jurnal Riset Pendidikan Ekonomi, 8(2). https://doi.org/10.21067/jrpe.v8i2.8697

Nurlaila, C., ’Aini, Q., ’Setyawati, S., & ’Laksana, A. (2024). Dinamika perilaku Gen Z sebagai generasi internet. Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi, 1, 3.

Penerbitan, P., Buku, P., & Tinggi, P. (2023). Buku ajar metodologi penelitian (Penelitian kualitatif). Dameria Sinaga UKI PRESS.

Permana, E., Santoso, R., Murdani, & Purwoko, B. (2022). Building culinary business performance during the Covid-19 pandemic: Transformational leadership as a trigger through digital capabilities. Journal of Culinary Science and Technology. https://doi.org/10.1080/15428052.2022.2040679

Sahara, L. P., & Prayoga, D. (2024). Implementation of digital marketing strategies in health services: Literature review. Media Publikasi Promosi Kesehatan Indonesia, 7(5), 1191–1197. https://doi.org/10.56338/mppki.v7i5.4985

Sekarwangi, P. T. C., Prawira, S. A., & Permana, E. (2022). Strategi penggunaan media sosial sebagai media promosi coffee shop. Jurnal Ilmu Komputer dan Bisnis, 13(2a). https://doi.org/10.47927/jikb.v13i2a.362

Setiawan, Z., Rukmana, Y., et al. (2023). Buku ajar digital marketing (E. Sepriano, Ed.). PT. Sonpedia Publishing Indonesia. https://books.google.co.id/books?id=HXDVEAAAQBAJ

Soter, N., Pardede, E., Sihombing, A., & Dewantara. (2022). Pemasaran digital (R. M. Naim, Ed.). CV. Pena Persada. https://books.google.co.id/books?id=o8CAEAAAQBAJ

Sulindra, A. N., Ningsih, A. W., Wibowo, A., & Permana, E. (2022). Pemanfaatan influencer produk Somethinc dalam strategi digital marketing di kalangan masyarakat. Journal of Business, Finance, and Economics (JBFE), 3(2).