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Strategi Branding Fandshoes Dalam Meningkatkan Sale Bisnis Pada Platform Tiktok

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Goal : This study aims to explain and analyze the implementation of FandShoes' branding strategy on the TikTok platform to increase sales rates, as well as to identify practices and strategic elements that contribute to increased consumer interest in purchasing. Methods : This research is descriptive qualitative in nature with a field study approach. Data collection techniques include semi-structured in-depth interviews with business actors and key informants, non-participatory observation of FandShoes TikTok account activities, and documentation of content material and sales data. Analysis was conducted inductively through data reduction, data presentation, and conclusion drawing with triangulation of sources to ensure the validity of the findings.. Fact/Finding : The research results show that FandShoes positions itself as a premium flat-shoes brand that emphasizes product aesthetics, material quality, and production narrative (brand identity & positioning). TikTok was chosen as the primary platform with a content strategy combining storytelling (behind-the- scenes), elegant product content, live streaming, and affiliate/influencer collaborations; the key metrics prioritized are the number of saves and interactions as indicators of long-term interest. Empirical findings also indicate performance variations between product models (best-sellers vs. low performers), Gen-Z audience preferences (18–35 years old), the role of live commerce in boosting conversions, and the importance of managing comments/complaints to maintain reputation. Overall, an integrated branding strategy combining creative content, live commerce, and influencer collaborations significantly contributes to increased awareness and sales for

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Detail Information

Series Title

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Call Number

REF 658.872 MUN s

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101132

Classification

658.872

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Branding Strategy
Sosial Media
Sales Rate

Specific Detail Info

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Statement of Responsibility

Muhammad Munawir

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