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      "abstract": "Perkembangan media sosial mendorong pelaku usaha untuk memanfaatkan\r\nplatform digital sebagai sarana komunikasi pemasaran. Salah satu platform yang\r\nbanyak digunakan saat ini adalah Tiktok karena memiliki karakteristik visual dan\r\njangkauan audiens yang luas. Penelitian ini bertujuan untuk menganalisis\r\nkomunikasi pemasaran Urbanstuff.co melalui Tiktok dalam meningkatkan\r\npenjualan produk thrift branded. Penelitian ini menggunakan pendekatan kualitatif\r\ndengan metode deskriptif. Teknik pengumpulan data dilakukan melalui wawancara,\r\nobservasi, dan dokumentasi. Informan penelitian terdiri atas pemilik Urbanstuff.co\r\nserta beberapa followers yang pernah berinteraksi dan melakukan pembelian\r\nmelalui Tiktok. Hasil penelitian menunjukkan bahwa komunikasi pemasaran\r\nUrbanstuff.co melalui Tiktok dijalankan melalui periklanan organik, promosi\r\npenjualan, serta pengemasan konten visual yang informatif. Analisis menggunakan\r\nmodel AIDA (Attention, Interest, Desire, Action) menunjukkan bahwa komunikasi\r\npemasaran mampu menarik perhatian audiens, membangun ketertarikan,\r\nmenumbuhkan keinginan, hingga mendorong tindakan pembelian. Keberhasilan\r\nkomunikasi pemasaran tersebut ditunjukkan oleh peningkatan penjualan yang\r\nmulai terlihat sejak bulan Oktober, di mana laba kotor harian mengalami kenaikan\r\ndari kisaran satu hingga dua juta rupiah pada periode sebelumnya menjadi sekitar\r\ntiga hingga enam juta rupiah. Temuan ini menunjukkan bahwa komunikasi\r\npemasaran melalui Tiktok berperan penting dalam mendukung peningkatan\r\npenjualan Urbanstuff.co.",
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