MARKETING COMMUNICATION STRATEGY USING CREATIVE CONTENT OPINION LEADER TIKTOK @ABELSOE (A CASE STUDY OF BRAND N’PURE)

Abstract

Accessibility in internet access and social media is used by entrepreneurs as a tool to assist in executing marketing communication strategies with the help of using opinion leaders especially in the current digital era. This research aims to study the utilization of creative content by opinion leaders in social app TikTok as a strategy of marketing and communication used by PT. PENTA NATURAL KOSMETINDO to market skin care products from the N'PURE brand. The theories used in this research are the following: advertising, marketing communication and its strategy, and two-step communication theory. The methods used are observation along with a qualitative approach, interview and documentation. The method used in this research is qualitative with interview validation techniques of observers and social media experts. The data obtained using the methods of observation, interviews and documentation are the strengths and weaknesses of the content created by content creators, besides that it is also known that the targets aimed at by brands and content creators are aligned. There are also statements from customers that creative content can influence customers to find out information about products that can help to make strategies in marketing a product. This research has shown that the creative content generated by TikTok's opinion leaders does not use the five strategy of marketing communication despite assisting the N'PURE brand to promote the product so that customers may slowly recognize its products. It can be concluded that the utilization of creative content by opinion leaders as a strategy of marketing communication can greatly assist brands in promoting their products.