Yulianda, Duva Alifa (2025) Analisis Konten Tiktok @Skintific_Id dalam Meningkatkan Penjualan Produk. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the content uploaded by the official TikTok @Skintific_Id account and examine its contribution in supporting the increase in sales of Skintific products. The development of social media has changed conventional marketing strategies to be interactive and personal, one of which is through the use of the TikTok platform. In this study, the researcher used a descriptive qualitative research method. This study uses the theory of Education Entertainment proposed by Singhal and Rogers, which involves 6 components, namely: educational message, entertainment format, character or role model, narrative or storyline, emotional involvement and behavior change. Data is collected through content observation, and documentation in the form of content screenshots. The main focus is directed at educational content that is presented in a question and answer format and obtained the highest number of views during the period from January to April 2025, there are 3 video content that meet these criteria. The results of the study show that Skintific consistently implements the Edutaiment strategy, which combines elements of entertainment and education to attract the attention of the audience. Simple but meaningful information delivery, emotional engagement with the audience, contributes significantly to building brand awareness and influencing sales increases. Thus, this study concludes that through edutaiment content on the TikTok platform is effective in fostering relationships between brands and consumers, and has a positive impact on increasing sales of Skintific products.

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