EFEKTIVITAS TERPAAN MEDIA TIKTOK SEBAGAI SARANA PROMOSI PRODUK BITTERSWEET BY NAJLA

Abstract

Tiktok application is one of the media used by Indonesian people for entertainment, education, and business marketing activities. One businessman who is active in using teh Tiktok application as digital masketing is @bittersweetbynajla. Bittersweet by Najla is self is a company that is claimed to be the pioneer of the number 1 dessert box in Indonesia. This study was structured with the aim of measuring the effectiviveness of Tiktok media exposure as a means of promoting Bittersweet by Najla products. This research uses survey study method by using quantitative research type. Collecting data through questionnaires with 100 respondents referring to the Likert scale and used the AISAS model to analize. The results obtained 1) Tiktok social media exposure in the aspect of attention is 80% categorized as high, 60% is categorized as high enough, the duration of accessing Tiktok is 70% is categorized as high, and the frequency of accessing Tiktok is 73% categorized as high 2) Promotion effectiveness Bittersweet By Najla's products, which are adjusted for dimensions, are all in the “good” category. The attention dimension has an effectiveness value of 80%, the Interest dimension has an effectiveness value of 77%, the Search dimension has an effectiveness value of 72%, the action dimension has an effectiveness value of 76%, and Share has an effectiveness value of 67%. Keywords: Media Exposure, Effectiveness Media Exposure, Media Promotion, Bittersweet By Najla