Efektivitas Teknik Softselling Pada Akun Tiktok Cerita Anak Jakarta dalam Meningkatkan Engagement Audiens (Studi Kasus Akun Tiktok Cerita Anak Jakarta)
DOI:
https://doi.org/10.36805/t9237p43Keywords:
Soft Selling, Audience Engagement, Tiktok, Storytelling, Digital MarketingAbstract
This study aims to analyze the effectiveness of soft selling techniques on the TikTok account “Cerita Anak Jakarta” in increasing audience engagement. The background of this research is the shift in marketing communication strategies from traditional to digital methods, where social media, especially TikTok, has become a primary platform for building interactions between brands and audiences. Soft selling techniques are chosen because they are considered more subtle, non-aggressive, and emphasize storytelling as well as implicit brand placement, thus enabling the development of emotional closeness and increased audience loyalty without causing resistance.
The research method used is a quantitative approach, with primary data collected through online questionnaires distributed to active followers of the TikTok account “Cerita Anak Jakarta” who have interacted with soft selling content. Secondary data were obtained from TikTok’s statistical documentation, such as the number of likes, comments, shares, views, saves, as well as relevant literature and journals. Data analysis was carried out using simple linear regression and F-test to determine the effect of soft selling techniques on audience engagement.
The results show that the application of soft selling techniques on the TikTok account “Cerita Anak Jakarta” has a significant positive effect on increasing audience engagement, as reflected in the high levels of interaction such as likes, comments, shares, and active participation of followers. However, the effectiveness of soft selling techniques is also influenced by content relevance, storytelling creativity, and the brand’s ability to deliver messages naturally without appearing forceful. This study recommends the development of adaptive soft selling strategies tailored to the characteristics of the TikTok audience to build long-term relationships and encourage more optimal conversion.
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