PEMANFAATAN TIKTOK SEBAGAI MEDIA KOMUNIKASI PEMASARAN DIGITAL ONLINE SHOP (Studi Pada Akun @w__s_women__shoes)

The development of technology and communication has grown rapidly. Social media has become the main means of conveying information, social media can also be used as a promotional medium to build relationships between sellers and buyers. One of the social media used as a promotional medium is TikTok. The TikTok application is a short video application that provides a large selection of music and features provided so that users can create video content to encourage user creativity to become content creators. With the increasing development of this application, many users are using it as a marketing communication medium for online shops. One of the online shops that uses the TikTok platform is @w__s_women__shoes. The purpose of this study is that researchers can find out and identify the use of the TikTok application as a marketing communication medium for the online shop @w__s_women__shoes. In this study, researchers used a qualitative research method. The type of qualitative descriptive approach research by describing and analyzing the problems found. The results of this study can be concluded that the online shop account @w__s_women__shoes has utilized the TikTok application well, the owner of the @w__s_women__shoes account optimizes the live streaming feature more than uploading organic video content. Live TikTok is used as an interactive two-way communication medium where account owners can explain products directly, answer audience questions, and provide special offers that are only given during live streaming.