HOW DOES TOKOPEDIA USE TIKTOK PLATFORM TO ENHANCE ITS MARKETING COMMUNICATION STRATEGY?

Abstract

This study aims to analyze the use of Tokopedia's mascot as a marketing communication strategy by applying the SOSTAC concept. To obtain the necessary data, the researcher employed a qualitative research method through observations, interviews, and documentation. The findings indicate that the use of Toped as a mascot on Tokopedia's TikTok effectively increased brand awareness, strengthened organic interactions between the brand and consumers, reinforced Tokopedia’s brand identity through the visualization of Toped, and the unique content themes with Toped as the main character have enhanced Tokopedia’s brand recall.