Digital Marketing Strategy on Basreng Sultan Bandung^s TikTok Account in Improving Brand Awareness and Brand Engagement
Novita Adiba Rahmah(a), Andriyastuti Suratman(b*)

Digital Business Department, Universitas Islam Indonesia

Abstract

This research analyzes the digital marketing strategy applied to the Basreng Sultan Bandung TikTok account to increase brand awareness and engagement. As a popular social media platform, TikTok allows businesses to reach a wider audience at a relatively low cost through creative content and collaboration with influencers. This case study uses a mixed methods approach that involves in-depth interviews with the marketing team and the TikTok Basreng Sultan Bandung account manager and analysis of engagement data (likes, comments, shares, and views) on the account.

Keywords: TikTok, digital marketing, brand awareness, brand engagement

Topic: Communication