Analysis of Social Media Marketing on Tiktok for Scarlett Whitening Skincare Products

Abstract

This study illustrates the significant impact of TikTok in increasing public awareness of Scarlett Whitening products, a skincare brand. In an era where the internet has become an inseparable part of daily life, social media platforms like TikTok have become the primary channels for individuals to seek information, shop, and entertain themselves. With tens of millions of users in Indonesia, TikTok has become a highly potential platform for businesses to promote their products. Business features such as TikTok Shop enable users to directly sell products to consumers, while promotions and special offers provided by TikTok attract consumer interest. This research employs a qualitative method with interview techniques on ten informants. The research findings indicate that the content created on TikTok, which encompasses various aspects of Scarlett Whitening products, plays a crucial role in shaping consumer perceptions and purchasing decisions. TikTok has successfully influenced the public to choose Scarlett Whitening products, highlighting the importance of this platform in digital marketing.