{ "department": "Fakultas Ekonomi & Sosial", "eprintid": 32528, "corp_creators": [ "Universitas AMIKOM Yogyakarta" ], "lastmod": "2026-08-03 02:43:46", "date": "2026-01-06", "datestamp": "2026-08-03 02:43:46", "divisions": [ "hi" ], "metadata_visibility": "show", "dir": "disk0\/00\/03\/25\/28", "date_type": "published", "creators": [ { "nim": "22.96.2924", "name": { "given": "Rahmawinda", "honourific": null, "lineage": null, "family": "Larasati" } } ], "thesis_name": "skripsi", "rev_number": 17, "title": "PEMANFAATAN TIKTOK AJ BOUTIQUE HOTEL DALAM\r\nMEMBANGUN BRAND AWARENESS", "type": "thesis", "institution": "Universitas AMIKOM Yogyakarta", "full_text_status": "restricted", "abstract": "AJ Boutique Hotel merupakan hotel yang baru beroperasi sekitar tiga tahun,\r\nnamun telah menunjukkan perkembangan yang signifikan melalui peningkatan\r\nokupansi yang didukung oleh pemanfaatan TikTok sebagai sarana promosi. Akun\r\nTikTok AJ Boutique Hotel juga paling unggul dibanding hotel sejenis. Penelitian\r\nini bertujuan untuk menganalisa dan mendeskripsikan pemanfaatan TikTok AJ\r\nBoutique Hotel dalam membangun brand awareness. Paradigma penelitian ini\r\nadalah konstruktivis dengan metode kualitatif deskriptif, yang menggunakan\r\npurposive sampling karena berdasarkan kriteria untuk mengetahui peristiwa secara\r\nmendalam. Pengumpulan data dilakukan melalui observasi, wawancara, dan\r\ndokumentasi, dengan analisa berupa reduksi data, penyajian data, dan penarikan\r\nkesimpulan. Hasil penelitian menunjukkan bahwa tingkat brand awareness AJ\r\nBoutique Hotel berada pada tahap brand recognition, yang dimunculkan melalui\r\npemanfaatan sebelas fitur TikTok dengan mengacu pada teori The Circular Model\r\nof SOME. Fitur tersebut diantaranya, editing tools, penggunaan musik viral, auto\r\nsubtitle, kombinasi hashtag primer dan sekunder, profil dan biodata yang\r\nmenampilkan identitas hotel seperti logo dan nama, For Your Page (FYP), kolom\r\nkomentar, pesan langsung, tag lokasi, siaran langsung, serta fitur share. Selain itu,\r\nakun TikTok @ajboutiquehotel993 menerapkan gaya promosi storytelling dengan\r\npemilihan waktu unggah yang tepat, serta penggunaan hook yang\r\nmenarik. Pemanfaatan fitur-fiitur tersebut terbukti efektif dalam menampilkan\r\nkeunggulan hotel dan memperkuat brand awareness melalui konten visual yang\r\nkreatif, interaktif, dan menarik bagi audiens.", "documents": [ { "placement": 1, "eprintid": 32528, "rev_number": 2, "language": "id", "pos": 1, "formatdesc": "COVER-ABSTRAK", "files": [ { "filename": "COVER.pdf", "hash_type": "MD5", "fileid": 1148483, "filesize": 724583, "mime_type": "application\/pdf", "objectid": 325368, "datasetid": "document", "hash": "6397bed1561a81f6355f70088a61930a", "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1148483", "mtime": "2026-08-03 02:34:30" } ], "docid": 325368, "mime_type": "application\/pdf", "format": "text", "security": "public", "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/325368", "main": "COVER.pdf", "content": "published" }, { "docid": 325369, "mime_type": "application\/pdf", "security": "public", "format": "text", "content": "published", "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/325369", "main": "BAB I.pdf", "placement": 2, "eprintid": 32528, "rev_number": 2, "language": "id", "pos": 2, "files": [ { "hash_type": "MD5", "filename": "BAB I.pdf", "filesize": 692907, "fileid": 1148485, "datasetid": "document", "hash": "3ac328b3c5ac0cbe32303f21f09282a6", "objectid": 325369, "mime_type": "application\/pdf", "mtime": "2026-08-03 02:34:34", "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1148485" } ], "formatdesc": "BAB I" }, { "docid": 325370, "mime_type": "application\/pdf", "security": "validuser", "format": "text", "content": "published", "main": "BAB II.pdf", "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/325370", "placement": 3, "eprintid": 32528, "language": "id", "pos": 3, "rev_number": 2, "files": [ { "mtime": "2026-08-03 02:34:37", "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1148487", "hash": "42e77b1d4fbbb348b35e0ff43571df35", "datasetid": "document", "objectid": 325370, "mime_type": "application\/pdf", "filesize": 444524, "fileid": 1148487, "hash_type": "MD5", "filename": "BAB II.pdf" } ], "formatdesc": "BAB II" }, { "docid": 325371, "mime_type": "application\/pdf", "format": "text", "security": "validuser", "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/325371", "main": "BAB III.pdf", "content": "published", "placement": 4, "eprintid": 32528, "language": "id", "rev_number": 2, "pos": 4, "formatdesc": "BAB III", "files": [ { "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1148489", "mtime": "2026-08-03 02:34:39", "hash": "b5ab038bea0368167c3b688ddc1d0a4e", "datasetid": "document", "mime_type": "application\/pdf", "objectid": 325371, "fileid": 1148489, "filesize": 501263, "filename": "BAB III.pdf", "hash_type": "MD5" } ] }, { "content": "accepted", "main": "BAB IV.pdf", "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/325372", "security": "validuser", "format": "text", "mime_type": "application\/pdf", "docid": 325372, "files": [ { "mtime": "2026-08-03 02:34:45", "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1148491", "hash": "d5b9e27280d4a0e681c7d8200da2aef3", "datasetid": "document", "objectid": 325372, "mime_type": "application\/pdf", "filesize": 4528131, "fileid": 1148491, "hash_type": "MD5", "filename": "BAB IV.pdf" } ], "formatdesc": "BAB IV", "rev_number": 2, "language": "id", "pos": 5, "eprintid": 32528, "placement": 5 }, { "docid": 325373, "mime_type": "application\/pdf", "format": "text", "security": "public", "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/325373", "main": "BAB V.pdf", "content": "published", "placement": 6, "eprintid": 32528, "language": "id", "rev_number": 2, "pos": 6, "formatdesc": "BAB V", "files": [ { "fileid": 1148493, "filesize": 81017, "filename": "BAB V.pdf", "hash_type": "MD5", "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1148493", "mtime": "2026-08-03 02:34:46", "mime_type": "application\/pdf", "objectid": 325373, "datasetid": "document", "hash": "134e187a1b640c199e0f3dcba85da285" } ] }, { "mime_type": "application\/pdf", "docid": 325374, "content": "published", "main": "Daftar Pustaka dan Lampiran.pdf", "uri": "http:\/\/eprints.amikom.ac.id\/id\/document\/325374", "security": "validuser", "format": "text", "eprintid": 32528, "placement": 7, "files": [ { "fileid": 1148495, "filesize": 5040339, "filename": "Daftar Pustaka dan Lampiran.pdf", "hash_type": "MD5", "uri": "http:\/\/eprints.amikom.ac.id\/id\/file\/1148495", "mtime": "2026-08-03 02:34:51", "mime_type": "application\/pdf", "objectid": 325374, "hash": "9ac733548052e3335590ad57cfe78c4d", "datasetid": "document" } ], "formatdesc": "DAFTAR PUSTAKA - 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