PENERAPAN IMC MELALUI TIKTOK PADA @OWNERNISSJAJAN DALAM MENINGKATKAN MINAT BELI

Abstract

Purpose- This study aims to explore how a small business owner, @ownernissjajan, implements an Integrated Marketing Communication (IMC) strategy through the TikTok platform and how this approach influences consumer purchase intention

Method- This research uses a qualitative approach with a case study method was used. Data were collected through in-depth interviews, content observation, and documentation.

Finding- The findings reveal that the integration of various IMC elements—such as sales promotions, digital marketing, and public relations—presented in creative TikTok content successfully builds emotional engagement and increases consumer interaction

Implication- These insights offer practical guidance for other small business owners in designing effective digital communication strategies to attract and retain consumer interest.

Keywords: Integrated Marketing Communication (IMC), Micro, Small, and Medium Enterprises (MSMEs), tiktok, purchase intention, digital strategy