STRATEGI BRANDING MEDIA SOSIAL ANCOL DI TIKTOK UNTUK MENINGKATKAN BRAND AWARENESS DAN ENGAGEMENT

Abstract

TikTok has become a strategic platform in digital marketing, particularly for the
tourism industry targeting Generation Z and millennial audiences. This study
analyzes the social media branding strategy of Taman Impian Jaya Ancol on TikTok,
identifies supporting and inhibiting factors, and formulates strategic
recommendations to enhance brand awareness and engagement. The study
employed a qualitative approach using a single case study strategy, supported by
participant observation during a four-month internship, semi-structured interviews
with two key informants, content documentation, and account analytics data from
@ancoltamanimpian. Data were analyzed using the interactive model of Miles,
Huberman, and Saldaña. The findings reveal that 90.6% of account traffic originated
from the For You Page (FYP), highlighting the dominance of TikTok’s interest graph
algorithm. The POV Anak Magang campaign emerged as the most effective content,
generating an average engagement rate of 4.38%, significantly exceeding the
account average. Key supporting factors include the FYP algorithm, diversified POV
content formats, and cross-divisional collaboration. Meanwhile, inhibiting factors
include limitations in using trending audio due to copyright compliance, the tension
between trends and brand identity, and audience retention asymmetry. The study
concludes with seven content strategy recommendations focused on human-
centered storytelling, audience retention, and amplification through momentum-
based events.