Strategi Social Media Marketing Tiktok Beorganik Untuk Meningkatkan Brand Awareness
DOI:
https://doi.org/10.33751/jmp.v14i1.27Kata Kunci:
Brand Awareness, Digital Marketing, Social Media Marketing, TikTok, UMKMAbstrak
BEORGANIK’S TIKTOK SOCIAL MEDIA MARKETING STRATEGY IN ENHANCING BRAND AWARENESS
The increasingly competitive digital environment requires micro, small, and medium enterprises (MSMEs) to implement effective marketing strategies to enhance brand awareness. One of the main challenges faced by MSMEs lies not in product quality but in limited brand recognition among digital audiences. This study aims to analyze the Social Media Marketing (SMM) strategies implemented by Beorganik through the TikTok platform to enhance brand awareness as a healthy food brand based on natural ingredients. This research employed a qualitative approach using data collection techniques including direct observation, active participation of the researcher during an internship program, interviews with field supervisors and internal company representatives, and relevant literature review. The analysis focused on the application of four key elements of Social Media Marketing, namely content creation, content sharing, connecting, and community building. The findings indicate that Beorganik successfully increased brand awareness through consistent, creative, and trend-aligned short-form video content that emphasizes edutainment and healthy lifestyle values. Interactive engagement with audiences also contributed to higher content reach and engagement through TikTok’s algorithm-driven recommendation system. However, several challenges were identified, including limited human resources for content production, rapid changes in TikTok algorithms, and difficulties in comprehensively measuring brand awareness outcomes. In conclusion, the study demonstrates that consistent, audience-oriented, and adaptive Social Media Marketing strategies are effective in strengthening Beorganik’s digital visibility and brand image on TikTok and may serve as a strategic reference for other MSMEs in optimizing digital marketing through social media platforms.
Referensi
Akbar, M. F., Ati, H. D. L., & Sukarson, A. (2025). Peran TikTok dalam meningkatkan brand awareness di kalangan milenial dan Generasi Z. Journal Media Public Relations, 4(1), 1–15.
Aqham, A. A., HAF, L. R., Huda, H. I., Sudirman, B., & Muthohir, M. (2024). Pemanfatan Digital Marketing Di UMKM Kampoeng Jadoel Melalui Media Sosial. Jurnal ABDIMAS Indonesia, 2(4), 57–63.
Azizah, I., & Huda, M. (2022). Pengaruh content marketing of tiktok Dan e-wom terhadap brand awareness dan minat beli produk umkm sektor kuliner di kabupaten pasuruan. JPEK: Jurnal Pendidikan Ekonomi Dan Kewirausahaan, 6(2), 261–275.
Fauziyah, S. N., & Putri, Y. R. (2023). Pengaruh social media marketing terhadap brand awareness pada followers tiktok @musclefirstofficial. E-Proceeding of Management, 10(6), 4533–4541.
Gunawan, I. (2022). Metode Penelitian Kualitatif: Teori dan Praktik. Jakarta: Bumi Aksara.
Hemas, M. K., & Hasfi, N. (2025). Strategi Peningkatan Brand Awareness Palette Coffee & Space Pada Segmentasi Generasi Z Di Kota Semarang, Jawa Tengah Sebagai Creative. Interaksi Online, 13(2), 733–752.
Kaye, D. B. V., Chen, X., & Zeng, J. (2021). The co-evolution of two Chinese mobile short video apps: Parallel platformization of Douyin and TikTok. Mobile Media & Communication, 9(2), 229–253.
Keller, K. L. (2020). Consumer-based brand equity: New perspectives and developments. Journal of Brand Management, 27(1), 1–10.
Laraskana, T. N., & Sakir, I. M. (2025). Peran tiktok sebagai media digital marketing dalam meningkatkan brand awareness umkm. Jurnal Konvergensi, 6(1), 234–243.
Maitri, W. S., Suherlan, S., Prakosos, R. D. Y., Subagja, A. D., & Almaududi Ausat, A. M. (2023). Recent trends in social media marketing strategy. Jurnal Minfo Polgan, 12(1), 842-850.
Muhammad Robbiansa Pramadhika, Salsa Iswatun Nisa, Melia Kusnadi, Novita Putri, Sinar Mauliza Purnama, & Muhamad Kosim. (2025). Strategi Branding Produk UMKM Melalui Optimalisasi Digital Marketing dan Media Sosial di Era Transformasi Digital. Jurnal Bisnis, Ekonomi Syariah, Dan Pajak, 2(3), 28–43.
Praventyasari, M., & Putri, K. Y. S. (2023). Uses and gratification theory in TikTok as social media marketing platform seen from market player view. Journal of Digital Marketing Communication, 3(1), 45–58.
Reza, A. (2023). Strategi pemasaran produk vegan butter Beorganik dalam membangun citra merek. Jurnal Bisnis dan Manajemen, 5(3), 201–212.
Sundar, S. S., & Limperos, A. M. (2021). Uses and gratifications of social media: A review and reformulation. Journal of Broadcasting & Electronic Media, 65(1), 1–21.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2023). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 56, 101076.
Xu, X., Chen, X., & Santhanam, R. (2024). Short-form video marketing and consumer engagement: Evidence from TikTok. Information & Management, 61(2), 103782.
