TRIONO, SOFYAN (2026) PERANCANGAN STRATEGI DIGITAL MARKETING TIKTOK MENGUNAKAN FRAMEWORK AARRR PADA UMKM GEPREKIN EKSPRES PONCOL. S1 thesis, UNIVERSITAS PGRI MADIUN.
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Abstract
Sofyan Triono. 2026. Designing a TikTok Digital Marketing Strategy Using the AARRR Framework for the MSME "Geprekin Ekpres Poncol." Information Systems Study Program, Faculty of Engineering, Universitas PGRI Madiun. Supervisors: (I) Dimas Setiawan, S.Kom., M.Kom; (II) Ridho Pamungkas, S.Kom., M.Kom. Advancements in information technology have encouraged MSMEs to utilize social media for digital marketing, with TikTok being a prominent platform. However, the use of TikTok by the MSME "Geprekin Ekspres Poncol" remains suboptimal due to inconsistent account management, a lack of active content uploads, low user engagement, and the absence of a focused digital marketing strategy. This study aims to analyze the current state of TikTok usage for digital marketing based on the AARRR framework (Acquisition, Activation, Retention, Revenue, and Referral) and to design a digital marketing strategy to enhance visibility and improve digital marketing management for Geprekin Ekspres Poncol. A qualitative descriptive method with a case study approach was employed. Data collection involved observation, interviews, documentation, and a questionnaire distributed to 100 respondents to provide supporting data. The results indicate that respondents' perceptions regarding the use of TikTok for digital marketing fall into the "high" category, with an overall mean score of 4.19. Conversely, observations revealed that prior to the strategy design, the TikTok account had only 17 followers, lacked active content uploads, did not utilize Calls to Action (CTAs), and lacked customer testimonial content; consequently, the stages of the AARRR framework were not functioning optimally. Following the implementation of the digital marketing strategy, the account grew to 110 followers, published 9 pieces of content, and garnered 623 likes, with the "Activation" stage showing the most significant results through increased user engagement. The study produced an AARRR-based digital marketing strategy—supported by content pillars and a content calendar—to guide more focused, consistent, and sustainable TikTok account management, thereby increasing business visibility and supporting the development of digital marketing for Geprekin Ekspres Poncol. Keywords: Digital Marketing Strategy, TikTok, AARRR Framework, MSME.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Kata Kunci: Strategi Digital Marketing, TikTok, Framework AARRR, UMKM. Keywords: Digital Marketing Strategy, TikTok, AARRR Framework, MSME. |
| Subjects: | T Technology > TA Engineering (General). Civil engineering (General) |
| Divisions: | Fakultas Teknik > Sistem Informasi |
| Depositing User: | SOFYAN TRIONO SOFYAN |
| Date Deposited: | 04 Aug 2026 04:09 |
| Last Modified: | 04 Aug 2026 04:09 |
| URI: | http://eprint.unipma.ac.id/id/eprint/8313 |
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