Digital Marketing Strategy Via Tiktok Social Media to Increase Brand Awareness in Friendzone Barbershop in Bulo Village Sidenreng Rappang District

Abstract

This study aims to analyze digital marketing strategies through TikTok social media in increasing brand awareness at Friendzone Barbershop in Bulo Village, Sidenreng Rappang Regency. The research method used is a descriptive qualitative approach with data collection techniques through in-depth interviews, observation, and documentation of ten informants consisting of business owners, customers, youth leaders, and non-customers selected using purposive sampling techniques. The results of the study indicate that the use of TikTok as a digital marketing medium is able to increase brand awareness of Friendzone Barbershop through creative and interactive promotional content. The implemented digital marketing strategies, including providing incentives, digital displays (site design), cost management, and interactivity, have a positive contribution to brand awareness indicators, namely recall, recognition, purchase, and consumption, although there are still several aspects that need to be improved to encourage consistent purchases and consumption. The conclusion is that the digital marketing strategy through TikTok social media plays an important role in increasing brand awareness of Friendzone Barbershop and is an effective solution in expanding market reach and strengthening business competitiveness amidst the limitations of a less strategic location.

Keywords: Digital Marketing, TikTok, Brand Awareness, Barbershop, Social Media