Putri, Rahma Lala (2026) Penerapan Strategi Komunikasi Pemasaran Terpadu (IMC) Akun Tiktok @Sanjaya.Ac.Lighting Untuk Produk Lampu Beebot Mobil. Other thesis, Universitas Islam Riau.

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Abstract

This study focuses on the application of Integrated Marketing Communication (IMC) strategies on the TikTok account @sanjaya.ac.lighting for Beebot car lights. The growth of the internet in the current era has changed the function of social media as a means of delivering digital marketing communications to attract the attention of audiences in promoting products. One of them is the TikTok application, a social media platform used as a marketing tool, especially for online businesses at this time. TikTok is one of the popular short video-based social media platforms that provides great opportunities for businesses to market their products more creatively and interactively through video content. Integrated Marketing Communication (IMC) is a contemporary marketing approach that aims to deliver consistent messages while creating emotional engagement with the audience through social media. This study uses a qualitative descriptive approach, and the data collection consists of documentation, in-depth interviews with internal parties, audience responses, and observation of TikTok content. The study shows that Sanjaya AC Lighting consistently implements IMC strategies through the integration of advertising, sales promotions, public relations, personal selling, digital, and direct marketing. The results indicate that the implementation of IMC through TikTok with storytelling has proven effective in increasing awareness, loyalty, participation, and audience loyalty.

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