Proceedings of the Jepara International Conference on Education and Social Science 2024 (JIC 2024)

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Digital Marketing Strategy on Basreng Sultan Bandung’s TikTok Account in Improving Brand Awareness and Brand Engagement

Authors
Novita Adiba Rahmah1, Andriyastuti Suratman1, *
1Digital Business Department, Universitas Islam Indonesia, Yogyakarta, Indonesia
*Corresponding author. Email: andri_suratman@uii.ac.id
Corresponding Author
Andriyastuti Suratman
Available Online 17 November 2025.
DOI
10.2991/978-2-38476-483-9_13How to use a DOI?
Keywords
TikTok; digital marketing; brand awareness; brand engagement
Abstract

This research aims to analyze the digital marketing strategy implemented by the Basreng Sultan Bandung TikTok account to enhance brand awareness and brand engagement. As a rapidly growing social media platform, TikTok offers businesses the opportunity to reach a broader audience at a relatively low cost through creative content and collaborations with influencers. This study employs a mixed-methods approach, combining in-depth interviews with the marketing team and the TikTok account manager of Basreng Sultan Bandung, as well as an analysis of engagement metrics such as likes, comments, shares, and views on the account. The digital marketing strategy of the Basreng Sultan Bandung TikTok account focuses on three key elements: collaborating with influencers, creating engaging content, and utilizing TikTok live streaming. Influencers are selected based on their alignment with viral trends, while the content is designed to captivate audiences through the use of popular hashtags, trending sounds, and diverse formats such as entertainment, parodies, discounts, and storytelling. Additionally, live streaming is leveraged to showcase the production process, feature interactive hosts, and incorporate strategic breaks during broadcasts to maintain viewer interest. Findings from interviews with the HRD and Creative Team Hosts, along with engagement data from the Basreng Sultan Bandung TikTok account, demonstrate the effectiveness of this strategy in boosting brand awareness and engagement. The combination of influencer collaborations, creative content, and interactive live streaming has significantly enhanced the brand’s visibility and audience interaction on the TikTok platform.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Jepara International Conference on Education and Social Science 2024 (JIC 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
17 November 2025
ISBN
978-2-38476-483-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-483-9_13How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Novita Adiba Rahmah
AU  - Andriyastuti Suratman
PY  - 2025
DA  - 2025/11/17
TI  - Digital Marketing Strategy on Basreng Sultan Bandung’s TikTok Account in Improving Brand Awareness and Brand Engagement
BT  - Proceedings of the Jepara International Conference on Education and Social Science 2024 (JIC 2024)
PB  - Atlantis Press
SP  - 93
EP  - 101
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-483-9_13
DO  - 10.2991/978-2-38476-483-9_13
ID  - Rahmah2025
ER  -