ANALISIS KONTEN TIKTOK SEBAGAI MEDIA PEMASARAN TEMPAT KULINER (Studi terhadap pesan Akun TikTok @ayuskmr)

Communication has undergone significant transformation along with the development of mass media and technology. TikTok, as a leading social media platform in Indonesia, offers not only a space for creative content but also serves as an effective marketing tool, especially in the culinary industry. This study focuses on the content analysis of TikTok user Ayu Sukma (@ayuskmr), a prominent influencer in Malang city who utilizes this platform to promote culinary establishments and other products.

Using Holsti's theory and descriptive content analysis method, this research aims to determine the frequency of appearance of marketing mix elements in culinary place content on TikTok. The results indicate that the 'Product' element is dominant with the highest frequency of appearance (37%), followed by the 'Promotion' category (36%), and lastly the 'Place' and 'Price' categories with a frequency of appearance (13.5%).

The conclusion of this analysis indicates that Ayu Sukma's marketing strategy focuses more on the product aspect in her content within the context of the 4Ps marketing mix. In general, this research highlights the potential of TikTok as an effective marketing platform, especially in the culinary sector. As a suggestion, future research could explore the analysis of TikTok follower comments to gain a deeper understanding of the attractiveness and effectiveness of marketing content. This will provide broader insights into follower responses and the success of implemented marketing strategies.