PEMANFAATAN FITUR TIKTOK SEBAGAI MEDIA KOMUNIKASI PEMASARAN PADA AKUN @THANKSINSOMNIA

The evolution of social media has transformed marketing communication patterns from a one-way model into one that is interactive and participatory. TikTok, a social media platform with a rapidly growing user base, serves not only as a source of entertainment but is also utilized by various businesses as a medium for digital marketing communication. However, the use of TikTok features to support an integrated marketing communication process requires further study, particularly regarding business accounts that actively leverage the platform's various tools. This study specifically examines how the TikTok account @thanksinsomnia utilizes TikTok features for digital marketing communication based on the AISAS model (Attention, Interest, Search, Action, Share). The research aims to analyze the utilization of TikTok features by the @thanksinsomnia account as a digital marketing communication medium through the lens of the AISAS model. A qualitative approach employing content analysis was used. Data were gathered from video content, livestreams, comment sections, and the "yellow basket" feature (TikTok Shop) posted by the @thanksinsomnia account. Data analysis involved identifying and categorizing marketing communication forms based on the AISAS stages. The results indicate that the @thanksinsomnia account effectively utilizes various TikTok features to support digital marketing communication. The Attention stage is achieved through engaging product visuals; Interest through the presentation of detailed product information; Search through audience interaction in comments and livestreams; Action through the "yellow basket" feature that facilitates transactions; and Share through audience comments, likes, and content sharing. Furthermore, livestream and TikTok Shop features enable promotion, interaction, and transaction processes to occur in an integrated manner on a single platform. These findings demonstrate that TikTok functions effectively as a digital marketing communication medium that supports social commerce activities and strengthens the relationship between the brand and consumers.