<mets:mets OBJID="eprint_32486" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-07-31T14:35:51Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>EPrints Universitas Amikom Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_32486_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>ANALISIS KOMUNIKASI PEMASARAN URBANSTUFF.CO MELALUI&#13;
TIKTOK DALAM MENINGKATKAN PENJUALAN</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Abdul Rizal</mods:namePart><mods:namePart type="family">Pratama</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Perkembangan media sosial mendorong pelaku usaha untuk memanfaatkan&#13;
platform digital sebagai sarana komunikasi pemasaran. Salah satu platform yang&#13;
banyak digunakan saat ini adalah Tiktok karena memiliki karakteristik visual dan&#13;
jangkauan audiens yang luas. Penelitian ini bertujuan untuk menganalisis&#13;
komunikasi pemasaran Urbanstuff.co melalui Tiktok dalam meningkatkan&#13;
penjualan produk thrift branded. Penelitian ini menggunakan pendekatan kualitatif&#13;
dengan metode deskriptif. Teknik pengumpulan data dilakukan melalui wawancara,&#13;
observasi, dan dokumentasi. Informan penelitian terdiri atas pemilik Urbanstuff.co&#13;
serta beberapa followers yang pernah berinteraksi dan melakukan pembelian&#13;
melalui Tiktok. Hasil penelitian menunjukkan bahwa komunikasi pemasaran&#13;
Urbanstuff.co melalui Tiktok dijalankan melalui periklanan organik, promosi&#13;
penjualan, serta pengemasan konten visual yang informatif. Analisis menggunakan&#13;
model AIDA (Attention, Interest, Desire, Action) menunjukkan bahwa komunikasi&#13;
pemasaran mampu menarik perhatian audiens, membangun ketertarikan,&#13;
menumbuhkan keinginan, hingga mendorong tindakan pembelian. Keberhasilan&#13;
komunikasi pemasaran tersebut ditunjukkan oleh peningkatan penjualan yang&#13;
mulai terlihat sejak bulan Oktober, di mana laba kotor harian mengalami kenaikan&#13;
dari kisaran satu hingga dua juta rupiah pada periode sebelumnya menjadi sekitar&#13;
tiga hingga enam juta rupiah. Temuan ini menunjukkan bahwa komunikasi&#13;
pemasaran melalui Tiktok berperan penting dalam mendukung peningkatan&#13;
penjualan Urbanstuff.co.</mods:abstract><mods:classification authority="lcc">302.2 Ilmu Komunikasi</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2026-01-08</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas AMIKOM Yogyakarta;Fakultas Ekonomi &amp; Sosial</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_32486"><mets:rightsMD ID="rights_eprint_32486_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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