TINJAUAN STRATEGI KOMUNIKASI PEMASARAN DIGITAL BRAND FASHION: STUDI DESKRIPTIF PADA AKUN TIKTOK @3SECOND

Abstract

Advances in information and communication technology over the past decade have transformed the paradigm of global marketing communication. TikTok has now evolved from a short-form video entertainment platform into a crucial arena for retail brands to engage with consumers in an interactive, personalized, and real-time manner. This study aims to comprehensively analyze and describe the digital marketing communication strategies implemented by the official TikTok account @3second.

The theoretical framework used is Susan Gunelius’s Social Media Marketing theory, which divides the dimensions of social media marketing into four main pillars: content creation, content sharing, connecting, and community building. This study employs a qualitative approach using descriptive content analysis. Data collection was conducted through periodic passive-participatory observation and systematic documentation of the digital marketing communication activities of the @3second account throughout the observation period. The data analyzed included the visual and audio elements of videos, caption narratives, hashtags, interactions in the comments section, live streaming features, and conversions via TikTok Shop.

The research findings show that the @3second account successfully integrated Susan Gunelius’s four dimensions of social media marketing in an adaptive and structured manner. In terms of content creation, @3second produces high-quality, creative content that blends entertainment with product education (infotainment) to reduce the audience’s resistance to advertising. In the content sharing dimension, this account optimizes the For You Page (FYP) algorithm, viral audio, and live shopping formats to exponentially expand its market reach. In the connecting aspect, @3second fosters responsive and empathetic two-way communication in the comments section and during live streams to build customer trust. Finally, in the community-building dimension, this account successfully fosters loyalty through digital discussion spaces and the use of User-Generated Content (UGC). These findings confirm that the TikTok ecosystem is highly effective in strengthening brand equity, increasing consumer engagement, and driving direct sales conversions for local fashion brands in Indonesia.