Persepsi Followers Pada Konten Promosi Produk Skincare Glad2glow di tiktok shop akun @Glad2glow.indo

Nur Heriani, Hera (2026) Persepsi Followers Pada Konten Promosi Produk Skincare Glad2glow di tiktok shop akun @Glad2glow.indo. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The rapid development of social media has transformed digital marketing strategies, with TikTok Shop emerging as an effective platform for product promotion. Glad2Glow, a skincare brand, utilizes promotional content through its TikTok Shop account (@Glad2Glow.indo) to attract consumers by presenting creative and informative content. This study aims to describe followers' perceptions of Glad2Glow's promotional content on TikTok Shop based on four dimensions: content type, visual quality, creative elements, and promotional messages. This research employed a quantitative descriptive approach. Data were collected through questionnaires distributed to 96 followers of the @Glad2Glow.indo TikTok Shop account. The research instrument used a five-point Likert scale and was tested for validity and reliability. The reliability test showed a Cronbach's Alpha value of 0.936, indicating that the instrument was highly reliable. The collected data were analyzed using descriptive statistical analysis to identify respondents' perceptions of each dimension of the promotional content. The findings indicate that followers generally have positive perceptions of Glad2Glow's promotional content. The content type dimension obtained a positive perception of 74.0%, visual quality 76.0%, creative elements 78.1%, and promotional messages 80.2%. These results suggest that the promotional content provides clear information, presents attractive visual elements, incorporates creative features that align with TikTok trends, and delivers promotional messages that are easy for audiences to understand. Therefore, the promotional content strategy implemented by @Glad2Glow.indo is considered effective in building positive followers' perceptions of Glad2Glow skincare products and can serve as a relevant digital marketing communication strategy for increasing product attractiveness on the TikTok Shop platform.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	persepsi followers, konten promosi, TikTok Shop, komunikasi pemasaran digital, Glad2Glow
Subjects:	Customer Behavior Customer Satisfaction Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Nur Heriani
Date Deposited:	02 Sep 2026 01:50
Last Modified:	02 Sep 2026 01:50
URI:	https://repository.bakrie.ac.id/id/eprint/14165

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