PENGELOLAAN KONTEN MEDIA SOSIAL TIKTOK PADA AKUN @HASANS.OFFICIAL DI DIVISI MARKETING PT SANJAYA GARMEN AKSESORIS

Abstrak

The rapid growth of digital technology has transformed how companies communicate and promote their products. One platform that plays a significant role in this transformation is TikTok, known for its short, engaging, and interactive content format. PT Sanjaya Garmen Aksesoris utilizes TikTok through its official account, @hasans.official, as a medium to enhance brand awareness and market reach. This study aims to analyze the role of the Social Media Specialist in the Marketing Division and describe the TikTok content management process implemented by the company. The research adopts a qualitative descriptive approach, using observation, interviews, and literature studies as data collection methods. The findings indicate that the Social Media Specialist carries out a structured content management process, following Luttrell’s (2015) Circular Model of Social Media, which includes the stages of share, optimize, manage, and engage. Each stage contributes to maintaining brand visibility, improving audience engagement, and strengthening communication between the company and its consumers.