Peran Digital Integrated Marketing Communication terhadap Loyalitas Konsumen Produk Makanan di TikTok

Afirsta Marselia Purana; Teguh Dwi Putranto

doi:10.46961/mediasi.v6i3.1646

Authors

Afirsta Marselia Purana Universitas Negeri Surabaya, Indonesia
Teguh Dwi Putranto Universitas Negeri Surabaya, Indonesia

DOI:

https://doi.org/10.46961/mediasi.v6i3.1646

Keywords:

Digital IMC, Marketing, TikTok, Consumer Loyalti, Food Product

Abstract

TikTok has become an effective digital marketing communication channel that also serves as a powerful advertising tool, especially for attracting the attention of Generation Z. TikTok allows sellers to present promotional material in an engaging way. TikTok facilitates the promotion of food products using attractive images, customer interaction through comments or live streams, making the message more relevant. This study aims to determine the role of Digital Integrated Marketing Communication (IMC) in increasing consumer loyalty to food products on TikTok. The case study focuses on viral brands such as Cimood by Maudy, Tahu Huha by Farida Zulfa, and Pisang Ijo Cendana. This study uses a literature review method that examines previous studies related to Digital Integrated Marketing Communication (IMC) in increasing consumer loyalty to food products on TikTok. The findings indicate that TikTok is effective as a marketing medium due to its ability to widely disseminate content through adaptive algorithms, as well as facilitating two-way interaction between businesses and consumers. The role of influencers, storytelling strategies, and educational and entertaining content are key factors in building emotional connection and consumer loyalty. TikTok is not only a platform for entertainment but also a strategic tool within the dynamic digital marketing ecosystem. This research recommends the creative and integrated use of TikTok in IMC strategies to enhance the competitiveness of food businesses in the digital age.

References

Ab Wahid, A. M., Jenuwa, N., Md Zain, N., & Zainal Abidin, Z. (2024). Tiktok as supplementary learning activity for site visit: QSA152 e-site visit VTT database/Abdul Muhaimin Ab. Wahid...[et al.]. The 13th International Innovation, Invention & Design Competition 2024, 398–403.

Abdulmalik, A., & Amron, A. (2023). Apakah Food Influencer Mempengaruhi Minat Calon Konsumen Untuk Mengunjungi Tempat Kuliner. Value: Jurnal Manajemen Dan Akuntansi, 18(1), 76–87.

Azmi, A. U., & Kusumasari, I. R. (2024). Analisis Pengaruh Pemasaran Media Sosial Tiktok, Kualitas Produk, Dan Kepuasan Konsumen Terhadap Loyalitas Konsumen: Studi Pada Konsumen Scarlett Whitening Di Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6 (5). Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5).

Backlinko.com. (2025). TikTok Statistics You Need to Know. https://backlinko.com/tiktok-users

Boeker, M., & Urman, A. (2022). An empirical investigation of personalization factors on TikTok. Proceedings of the ACM Web Conference 2022, 2298–2309.

Bourdeau, B. L., Cronin, J. J., & Voorhees, C. M. (2024). Customer loyalty: A refined conceptualization, measurement, and model. Journal of Retailing and Consumer Services, 81, 104020.

Datareportal.com. (2025). TikTok Users, Stats, Data & Trends for 2025. https://datareportal.com/essential-tiktok-stats

Dwinanda, B., Syaripuddin, F. A., & Hendriana, E. (2022). Examining the extended advertising value model: A case of tiktok short video ads. Mediterranean Journal of Social & Behavioral Research, 6(2), 35–44.

Ginting, R., & Hadikusuma, R. (2024). Impact of Social Media Marketing on Consumer Engagement and Brand Loyalty among Generation Z in Indonesia. Journal of Business Administration and Entrepreneurship Innovation, 1(02), 30–34.

Helendra, H., Udayat, U., & Bakar, A. (2024). Strategi Inovatif Pemasaran Digital: Meningkatkan Loyalitas Konsumen Di Era Revolusi Teknologi. YUME: Journal of Management, 7(3), 1618–1628.

Komaling, F. S., & Taliwongso, I. (2023). Analisis pengaruh electronic word of mouth pada media sosial Tiktok terhadap citra merek dan minat beli pelanggan pada situs online Shopee. Klabat Journal of Management, 4(1), 78–89.

Listiyani, F., Haque, M. G., & Nurochani, N. (2023). Pengaruh Content dan Review Marketing Tiktok Terhadap Keputusan Membeli Makanan Halal Gen Z: Studi di Wilayah Jakarta Selatan. Jurnal Ekonomi Efektif, 5(3), 494–505.

Meliasari, M., Suryasuciramdhan, A., Lestari, V., Badarzaman, B. R., & Muadz, M. (2025). Dampak Pemasaran Melalui Media Sosial terhadap Keputusan Pembelian Konsumen di Industri Fashion terhadap Kepercayaan Merek ZARA. Buana Komunikasi (Jurnal Penelitian Dan Studi Ilmu Komunikasi), 6(1), 27–34.

Montag, C., Yang, H., & Elhai, J. D. (2021). On the psychology of TikTok use: A first glimpse from empirical findings. Frontiers in Public Health, 9, 641673.

Newsroom.TikTok. (2021). Thanks a billion!. TikTok Newsroom. https://newsroom.tiktok.com/en-us/1-billion-people-on-tiktok

Ngo, T. T. A., Le, T. M. T., Nguyen, T. H., Le, T. G., Ngo, G. T., & Nguyen, T. D. (2022). The impact of sns advertisements on online purchase intention of generation z: An empirical study of tiktok in vietnam. The Journal of Asian Finance, Economics and Business, 9(5), 497–506.

Oommen, A. (2025). Why integrated marketing needs to evolve for the post-2025 consumer. https://campaignme.com/why-integrated-marketing-needs-to-evolve-for-the-post-2025-consumer/

Pearson, S., & Malthouse, E. (2024). Fifth Generation IMC: Expanding the scope to Profit, People, and the Planet. ArXiv Preprint ArXiv:2404.04740.

Prasanti, N. M., & Rufaidah, P. (2024). TikTok Customer Engagement Behavior Based on User-Generated Content of Fashion Products in Indonesia. Dinasti International Journal of Education Management & Social Science, 5(6).

Rahadian, A. (2020). Jangan Kaget, Ini Jumlah Pengguna Aktif TikTok di Dunia. https://www.cnbcindonesia.com/tech/20200825181232-40-181938/jangan-kaget-ini-jumlah-pengguna-aktif-tiktok-di-dunia

Ramdani, R. A., & Hidayati, R. (2023). Analisis Pengaruh Orientasi Pasar Dan Orientasi Teknologi Terhadap Kinerja Perusahaan Melalui Integrasi Rantai Pasokan Sebagai Variabel Intervening (Studi Pada Industri Kecil Dan Menengah Bordir Di Kota Tasikmalaya). Diponegoro Journal of Management, 12(1).

Riadi, M. (2023). Electronic Word of Mouth (eWOM). https://www.kajianpustaka.com/2023/02/electronic-word-of-mouth-ewom.html

Sheak, E., & Abdulrazak, S. (2023). The influence of social media marketing activities on TikTok in raising brand awareness. Market-Tržište, 35(1), 93–110.

Strong, C., Mumu, J. R., & Azad, M. A. K. (2022). Mapping the integrated marketing communications research: A bibliometric analysis. International Journal of Marketing, Communication and New Media, 10(18).

Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2021). Influencer marketing as a tool of digital consumer engagement: A systematic literature review. Indian Journal of Marketing, 51(10), 27–42.

Zannettou, S., Nemeth, O.-N., Ayalon, O., Goetzen, A., Gummadi, K., Redmiles, E. M., & Roesner, F. (2023). Leveraging rights of data subjects for social media analysis: Studying TikTok via data donations. ArXiv Preprint ArXiv:2301.04945.