INOVASI PEMASARAN BERKELANJUTAN MELALUI PLATFORM TIKTOK

Sustainable Marketing Innovation Through the TikTok Platform

Abstract

The development of digital technology has changed the marketing paradigm from a conventional one to a social media-based strategy. TikTok, as a short-form video-sharing platform with an ever-increasing number of users, presents a great opportunity for companies to innovate in marketing strategies. This paper aims to analyze the role of TikTok as an innovative medium in supporting sustainable marketing. The research method used is a literature study with a descriptive qualitative approach. The results of the study show that TikTok can be an effective means to increase brand awareness, educate consumers about sustainability issues, and build more interactive relationships between companies and audiences. There are challenges such as rapid trend changes, the risk of irrelevant content, and the need for consistency in sustainability messages. With the right strategy, TikTok can support companies in achieving sustainable marketing goals while having a positive impact on society and the environment. Thus, sustainable marketing innovation through TikTok can be a strategic alternative for companies in facing global competition while meeting the demands of consumers who are increasingly concerned about sustainability issues.