Konten Parodi dalam Membangun Brand Awarenss di TikTok
DOI:
https://doi.org/10.29313/bcspr.v6i2.23992Keywords:
Pemasaran Hubungan Masyarakat, Kesadaran Merek, Konten ParodiAbstract
Abstract. This study examines the Marketing Public Relations strategy of Sahal Hijab in building brand awareness on TikTok through a case study of the @sahalhijabofficial account. As social media creates new opportunities for brands to communicate creatively, Sahal Hijab utilizes TikTok by adopting parody content as its distinctive communication strategy. This research aims to analyze the content selection concept, content creation process, and the reasons for using parody content to build brand awareness. A qualitative approach with a case study method was employed. Data were collected through in-depth interviews with internal team members and active followers, observation of the TikTok account @sahalhijabofficial, and literature studies. Data validity was ensured through source and technique triangulation. The findings indicate that content selection is based on audience characteristics, platform features, and brand identity. The content creation process is conducted collaboratively through structured stages, from idea generation to publication. Parody content is used because it attracts attention, differentiates the brand from competitors, and creates emotional connections with the audience. The study concludes that Sahal Hijab’s Marketing Public Relations strategy effectively builds brand awareness through the integration of strategic content selection, collaborative content production, and parody-based communication that is engaging, relevant, and memorable.
Abstrak. Penelitian ini mengkaji strategi Marketing Public Relations Sahal Hijab dalam membangun brand awareness di TikTok melalui studi kasus pada akun @sahalhijabofficial. Perkembangan media sosial memberikan peluang bagi merek untuk berkomunikasi secara kreatif, dan Sahal Hijab memanfaatkan TikTok dengan mengusung konten parodi sebagai strategi komunikasi yang membedakannya dari kompetitor. Penelitian ini bertujuan menganalisis konsep pemilihan konten, proses pembuatan konten, serta alasan penggunaan konten parodi dalam membangun brand awareness. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam dengan tim internal dan pengikut aktif, observasi terhadap akun TikTok @sahalhijabofficial, serta studi pustaka. Keabsahan data diperoleh melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa pemilihan konten dilakukan berdasarkan karakteristik audiens, karakter platform, dan identitas merek. Proses pembuatan konten berlangsung secara kolaboratif melalui tahapan yang terstruktur, mulai dari pencarian ide hingga publikasi. Konten parodi dipilih karena mampu menarik perhatian, membedakan merek dari kompetitor, serta membangun kedekatan emosional dengan audiens. Penelitian ini menyimpulkan bahwa strategi Marketing Public Relations Sahal Hijab efektif membangun brand awareness melalui integrasi pemilihan konten yang strategis, proses produksi yang kolaboratif, dan komunikasi berbasis parodi yang menarik, relevan, dan mudah diingat.
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