Yogyakarta Tiktok Influencer Marketing Strategy in Promoting Skincare Products

Abstract

This study investigates the relationship between follower counts and sales performance while examining. TikTok influencer marketing strategies employed by Yogyakarta entrepreneurs to boost product sales, specifically skincare. The study uses a qualitative methodology, gathering data from three active TikTokers in the Yogyakarta region through in-depth interviews, content observation, documentation, and audiovisual recordings. The research was carried out between February 27 and August 27, 2024. The results show that influencer marketing strategies emphasize establishing credibility and audience engagement through multiple approaches: using transactional features to streamline the purchasing process, conducting live streaming sessions, incorporating TikTok trends, providing authentic testimonials with two- week product trial policies, and creating appealing content packaging. Purchase intentions are encouraged by direct interactions that build social ties and audience trust, such as stitching, live Q&A, and comment answering. Gaining knowledge of the FYP algorithm also aids in increasing the reach of content. To increase the effectiveness of influencer campaigns, the report advises companies and influencers to place a high priority on openness, measurable product trials, and audience-specific content strategies.