Pemanfaatan Live TikTok dalam Penyebaran Flyer Digital untuk Meningkatkan Pendaftar pada PT Victory International Futures
DOI:
https://doi.org/10.31004/joecy.v6i1.6238Keywords:
AIDA Model, Flyer Digital, Pemasaran Digital, Live TikTok, PendaftarAbstract
PT Victory International Futures menghadapi tantangan rekrutmen pendaftar baru melalui pemasaran digital statis konvensional di media sosial, mendorong eksplorasi live TikTok untuk penyebaran flyer interaktif. Penelitian ini bertujuan menganalisis efektivitas flyer digital via live TikTok dibandingkan konten statis dalam meningkatkan pendaftar menggunakan kerangka AIDA. Dengan pendekatan deskriptif kualitatif dan observasi partisipatif, populasi mencakup seluruh audiens TikTok yang terpapar flyer, disampling purposif dari 12 sesi live (300-2000 penonton) dan 20 posting statis (100-800 tayangan) selama dua bulan. Instrumen meliputi lembar observasi, rekaman live, dan analitik platform, dianalisis deskriptif melalui indikator AIDA dengan triangulasi. Hasil menunjukkan live TikTok menghasilkan 15 pendaftar bulanan versus 1 dari statis—peningkatan 15 kali lipat—didukung perhatian unggul (notifikasi), minat (40-100 komentar), keinginan (testimoni), dan tindakan (CTA real-time). Kesimpulannya, live TikTok meningkatkan konversi rekrutmen secara signifikan meski terbatas periode pendek dan kendala teknis, dengan rekomendasi pelatihan host untuk dampak berkelanjutan.
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