2023
DOI: 10.55927/ijba.v3i5.5329
|View full text |Cite
|
Sign up to set email alerts
|

Harnessing TikTok's Marketing Potential: A Case Study of @KUCA.OFFICIAL's Communication Strategy in Inspiring Consumer Purchase Intentions

Nathaniel Bryan,
Silvanus Alvin

Abstract: This research explores the marketing potential of TikTok in Indonesia, focusing on the case study of @KUCA.OFFICIAL, a brand specializing in gaming chairs. With TikTok's rapid popularity growth in Indonesia and its 113 million users, businesses are recognizing its vast marketing potential. The qualitative case study method is used, involving interviews, observations, and document analysis. The study highlights the brand's effective use of the marketing mix (4Ps) – product strategy with diverse designs, pricing… Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

0
0
0

Publication Types

Select...

Relationship

0
0

Authors

Journals

citations
Cited by 0 publications
references
References 14 publications
0
0
0
Order By: Relevance

No citations

Set email alert for when this publication receives citations?