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      "abstract": "Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran\r\nShopatcloth dalam meningkatkan citra merek di TikTok. Penelitian ini\r\nmenggunakan pendekatan kualitatif deskriptif dengan metode fenomenologi. Data\r\ndikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi. Teori\r\nyang digunakan adalah model AISAS yang terdiri dari attention, interest, search,\r\naction, dan share, serta konsep citra merek. Hasil penelitian menunjukkan bahwa\r\nstrategi komunikasi pemasaran Shopatcloth berjalan melalui tahapan AISAS,\r\nStrategi tersebut berkontribusi dalam membangun citra merek Shopatcloth sebagai\r\nbrand fashion lokal yang memiliki keunggulan pada konsep daily outfit yang simpel\r\ndan estetik, kekuatan pada konsistensi visual serta gaya komunikasi yang natural,\r\ndan keunikan pada penyajian konten yang tidak terlalu menonjolkan unsur penjualan\r\nlangsung sehingga lebih dekat dengan audiens muda di TikTok. Pada tahap ini,\r\naspek visual seperti konsistensi warna, tampilan konten yang rapi, gaya\r\npenyuntingan yang natural, serta konsep pakaian sehari-hari berperan penting dalam\r\nmembentuk citra merek Shopatcloth sebagai merek pakaian lokal yang sederhana,\r\nrapi, estetis, natural, dan relevan bagi anak muda.",
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